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1 APRIL 1963 40c a copy I $8 a year 


Selling pet food? Talk to her now with Radio, while she's 
dishing out the product ... or in her car on the way to buy 
it. Spot Radio will sell your brand at the pointof-use. Put 
Spot Radio to work for you on these outstanding stations. 





KOB Albuquerque 

WSB Atlanta 

WGR Buffalo 

WGN Chicago 

WDOK Cleveland 

WFAA Dallas-R. Worth 

KBTR Denver 

KDAL Duluth-Superior 

KPRC Houston 

WDAF Kansas City 

KARK Little Rock 

KLAC Los Angeles 

WINZ Miami 

KSTP Minneapolis-St. Paul 

WTAR Norfolk-Newport News 

KFAB Omaha 

KPOJ Portland 

WRNL Richmond 

WROC Rochester 

KCRA Sacramento 

KALL Salt Lake City 

WOAI San Antonio 

KFMB San Diego 

KYA San Francisco 

KMA Shenandoah 

KREM Spokane 

WGTO. Tampa-La keland-Orlando 
KVOO Tulsa 

Intermountain Network 


Richard Elliotts, "typical WXLW family," give in to new car fever! 


28.1% OF THE TOTAL RETAIL SALES IN THE STATE.** This is our audience and one 
third of a booming market place. Creative research in person interviews" also reveal that the typi- 
cal WXLW family enjoys an annual vacation away from home . . . and collectively controls 28.9% 
of the Total Automotive Dollars spent in the State of Indiana. * * 

Put yourself in the driver's seat for greater sales results in an expanding market place . . . buy 
WXLW in Indianapolis. ( ::; U. S. CENSUS REPORT, 1960) 


5000 Watts 950 Kilocycles 

Indianapolis, Indiana 

>Ask your Robert East/man for "the t V nir„, WXI W f»rni, f nrn 


As pari jockey Carol Jaan Van VaimiMus Michigan '62) shows, odds 
ara thai you'll run out-of-the-money it you don't have the right mount. 

Glim Ihe track-record tigures in the ARB or Nielsen tip-sheets which 
provethat you will miss Michigan without WJIM-TV... dominant in the 
winner's circle lor over 12 years in that rich industrial outstate area 
made up ol LANSING - FLINT • JACKSON and 20 populous cities... 
3, 000,000 potential customers. ..745,600 TV ticket homes. (ARB Nov. 
'62 where WJIM-TV is alone In the race 

SHr(r)iup) your Blair-TV handicapper. 


Strategically located to exclusively serve LANSING . . . FLINT. . . JACKSON 
Covering the nation's 37th market. Represented by Blair TV. WJIM Radio by MASLA 


SPONSOR 1 april 1963 

\ ■ m 

■ Mi 

the 52 nd market 

:; \ buy the j 

Ht } PLAINS ' 

. •'"'-'••,' 

■i''r.. •-•''(' 





1 APRIL 1963 

Vol. 17 No. 13 

Sponsor-Week / News 

P. 11 

Top of the News pp. 11, 12, 14 / Advertisers p. 52 / Agencies p. 52 / 
Stations p. 100 / Syndication p. 103 / Representatives p. 103 / Net- 
works p. 99 

Sponsor-Scope Behind the news 

P. 19 

Data Digest Americans growing younger 

P. 16 

Key Stories 

pioneer station representative, says no, and answers other queries on 
the present and future of the industry. p. 40 

NEW SOUND FROM RCA VICTOR / Company's dynagroove recordings 
are given Im stereo sendofl via special hour-long pre-taped program of 

Boston Symphony in more than 40 cities. p_ 43 

NAB Convention Special 

P. 55 

IF I WERE NAB'S KEYNOTE SPEAKER . . ." / Six leading executives in 
the broadcast and advertising fields write for sponsor what they would say 
if they could address the NAB convention in Chicago this week: 

1. Alfred L. Plant, vice president-advertising Block Drug. p_ 28 

2. John W. Burgard, chairman, ANA Broadcast Committee; vice 
president, advertising, Brown &: Williamson Tobacco. p_ 30 

3. 'William B. Lewis, chairman of the board, director of creative 
services, Kenyon & Eckhardt. p. 32 

4. Leonard H. Goldenson. president, American Broadcasting-Para- 
mount Theatres. P. 34 

5. A. Louis Read, chairman, board of delegates, NBC TV affiliates: 
executive vice president, WDSU-TV, New Orleans. p. 36 

(>. Ward L. Quaal, executive vice president and general manager, 
WGN, Inc., Chicago. P. 38 

Spot-Scope / Developments in tv /radio spot P. 106 

Timebliyer's Corner / Inside the agencies 

P. 45 

Washington Week / FCC, FTC, and Congress P. 54 


Publisher's Letter p. 6 / Commercial Critique 
p. 48 / Radio/Tv Newsmakers p. 102 / Seller's 
Viewpoint p. 105 / 555 Fifth p. 23 / 4-Week 
Calendar p. 23 

SPONSOR ® Combined with TV ®. U.S. Radio ®, U.S.FM ®. Executive, Editorial. Circulation. 
' Advertising Offices: 555 Fifth Ave., New York 17. 212 MUrray Hill 7-8080. Midwest Office: 612 N. 
, \' a Michigan Ave., Chicago 11, 312-664-1166. Southern Office: 3617 Eighth Ave. So.. Birmingham 5. 
\\\m> 205-322-6528. Western Office: 601 California Ave.. San Francisco 8, 415 TTJ 1-8913. Lot Angeles 
V/ 'Phone 213-464-8089. Printing Office: 3110 Elm Ave., Baltimore 11. Md. Subscriptions: U. S. J8 a 
^v year Canada $9 a year. Other countries $11 a year. Single copies 40c. Printed U.S.A. Published 
'* i * weekly. Second .lass postage paid at Baltimore. Md. © 1963 SPONSOR Publications In«. 


We don't want to brag, but 

we've just become Kansas City's leading 

television station . . .we're now first on overall share of 

audience and TV home died from 9am to midnight Monday through 
Sunday and we did it becaus< Monday through Sunday from 6:30pm to 

midn nd Monday through Friday from 10 pm and Saturday and Sunday 9am to 6pm. 

andwc gol .ill >k! Yf IV A D /^\.nT\/C^ 

The local 

knows the 


These prominent Washington 
advertisers have been with us 











represented nationally 
by John Blair & Co. 



Blueprint for a 
federated NAB 

A publisher's view of 
significant happenings in 
broadcast advertising 

Nearly fourteen years ago, in its issue of (> June 1949, sponsor 
issued its call lor a federated NAB. This was accompanied by 
an organization chart showing an AM Association, FM Associa- 
tion, and TV Association, each with its own president and 
board, linking with a top federated president. 

Today we'd do it differently. Instead of three associations 
we'd recommend two — radio and tv. We'd have new jobs for 
each not dreamt of in 1949. 

But our basic recommendation woidd be the same. We be- 
lieve even more firmly (and vigorously) in a federated NAB in 
1963 then we did in 1949. 

The years since we first talked federation are tragic with du- 
plicated effort, waste, confusion, and lethargy within the indus- 
try. Much of this would have been avoided by strong, separate, 
autonomous tv and radio organizations under one big NAB 
tent. Every time we looked around the industry was spawning a 
new splinter organization. Without strong and separate tv and 
radio units the tendency at NAB was to hatch the baby splinter 
and sit on it until it was strong enough to leave the nest. But to 
shelter it permanently under its wing (as the AN PA successfully 
does with its Bureau of Advertising) — perish the thought. 

A federated NAB, with each of its two competitive elements 
out to show the world, would have made projects of some of the 
splinters, discarded others. They would have operated on en- 
thusiasm, hght, and a proper share of the overall NAB budget. 
Led by practical broadcasters, they would do the things that 
have to be done for their respective media. 

Yet those matters common to both would fall to the Federa- 
tion president, his staff, and to the combined boards. 

The industry needed a federated NAB in 1949. That goes 
double today. Why does it wait? 

Last month sponsor surveyed several hundred NAB station 
members on the subject of a federated NAB. They favored it 

As we see it, federation has everything in its favor. Imagine 
the vitality, initiative, and followthrough of separate tv and 
radio associations, bound together when necessary, but other- 
wise fiercely fighting to improve their own destinies. 

And you'll save money besides! 





Terrific TV Market 




* 40th nationally in food sales 

* 41st nationally in effective buying income 

* 44th nationally in TV homes delivered 

Source: S.iles Management's 1963 Survey of Television Markets 

Toledo looks to WSPD-TV to be informed and entertained. VVJien 
you come right down to basics, isn't that what a television station 
is for? 


Mirrors the Face of Toledo 































Among the harbingers of Spring in New York is the sight of grim-faced 
network executives, armed with pilot films and attache cases, on the hunt 
for Fall sponsors. But not at NBC. The early hunting has never been better, 
and the network was substantially sold, well before the vernal equinox. 
The reason for this unprecedented sales success can be summed up in 
one word. ■ Showmenship. For example: ■ Showman Bob Hope takes a 
new direction as star and host in a weekly series of one-hour dramatic, 
variety and comedy shows. And the program is SRO for 52 weeks, in one 
of the biggest sponsorship deals ever. Chrysler has Hope— and a red hot 
show for the Fall. ■ Showman Richard Boone is creator, star, host and 
continuing player in a one-hour dramatic series featuring television's only 
repertory company. Boone is a boon to advertisers, and 
Reynolds Metals has him— another bonanza prospect for the 
coming season. ■ And so it goes. ■ Thanks to showmenship 
— and salesmanship — Spring has come in merrily at NBC. 

you always WIN when you use WG AL- 1 V 

"■ ■■-' . ■■ 


Only single medium assuring full sales 
power in the entire region ... a multi-city 
market including the metropolitan areas of 
Lancaster, Harrisburg, York, and manyother 
communities. And, area-wide, the Channel 8 
viewing audience is unequaled by all other 
stations combined. This is full sales power. 
Use it to build sales and increase profits. 


Channel 8 

STEINMAN STATION . Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc.* New York • Chicago • Los Angeles • San Francisco 


SPONSOR/1 april 1963 


Top of the news 

in tv/radio advertising 

1 APRIL 1963 

Broadcasters gather in Chicago 

Chicago: National Asso 
ciation of Broadcasters 
annual convention opens 
today ai the Conrad 1 lil- 
lon with NAB piesideni 
LcRoy Collins slated to 
deliver the keynote ad 
dress ai Management 
Conference 1 un< heon . 
Special message from 
President Kenned) and presentation of NAB 
Distinguished Service Award io Bob Hope 
precedes keynote remarks. FCC chairman 
Minow, whose "vast wasteland" speech rocked 
broadcasters two years ago at the NAB session, 
is featured speaker at tomorrow's management 
luncheon, with Gov. George Romney of Mich- 
igan headline speaker Wednesday (for full 
schedule, see page 63) . 

TFE-'63: Film exhibitors, concurrent with the 
NAP) convention, launch their own special 
show at the neighboring Pick-Congress Hotel. 
Under the banner "Television Film Exhibit- 
1963," the 18 exhibitors are staging one of the 
the most extensive displays of syndicated film 
ever shown. In addition, network syndication 
arms and others have their own displays at the 
NAB convention itself. The idea for a cen- 
tralized exhibit was conceived last year follow- 
ing a disagreement with the NAB on their 
role at the convention. 

Pre-convention: Preceding the convention on 
Saturday and Sunday were special meetings 
and gatherings of a number of groups, includ- 
ing fm broadcasters, ABC Radio and TV affili- 
ates, BMI, Maximum Service Telecasters, 
QXR Network, Daytime Broadcasters, CBS 
rV affiliates, NAB Radio Code Review Board, 
Clear Channel broadcasters, uhf broadcasters 
and NBC Radio and TV affiliates. At its ses- 
sion, ABC Radio announced new show Flair 
Reports, extension of and replacement for 
Flair concept, to go on air in July. Show con- 
sists of six 3i/£ minute live featurettes on news 
weekdays, and three each Saturday and Sun- 
day. ABC Radio president Robert Pauley told 

affiliates "radio's second growth will so fai 
outstrip its baby years, it will exceed your 
loudest dream." Noting growth in business in 
1963 (up 23% in first quarter), Pauley cm- 
phasized radio's "unlimited potential." Pauley 
also praised Sindlinger ratings, now used by 
ABC Radio in place of Nielsen. "Other radio 
networks continue- to undersell radio, based 
on antiquated measurements. It doesn't mattei 
to us any more; we've crossed the bridge from 
a barren desert to a fertile land which holds 
unlimited potential." 

ABC TV schedule: The 1963-64 ABC TV 

schedule is the "boldest, most direct challenge 
for leadership ever made in our medium," 
Thomas W. Moore, ABC TV head, reported 
to network's affiliates. Fresh product, "far re- 
moved from carbon-copy programing," will 
bring about "our biggest advance," Moore 
said. ABC news chief James Hagerty said net- 
work's news budget was now more than four 
times what it was two years ago, predicting 
progress "with your help." 

"Keynoters": In a special convention issue, six 
top executives take the position for sponsor: 
"If I were NAB's keynote speaker. . . ." Block 
Drug's A. L. Plant urges the NAB to make its 
Code Board an advisory 
board to help, not re- 
strict responsible adver- 
tisers. B&W's John Bur- 
gard calls on broadcast- 
ers to do something 
about clutter. K&E's Bill 
Lewis notes tv's im- 
proved image, which he 
attributed to public serv- 
ice shows. AB-PT's Leon- 
ard Goldenson stresses 
showmanship. WDSU's 
A. Louis Read asks for 
a new definition of pub- 
lic service, and WGN's 
Ward Quaal predicts the 
end of black and white 
tv within a decade. 

SPONSOR/ 1 april 1963 



Top of the news 

in tv/radio advertising 


Nielsen on the Harris hot seat 

A. C. Nielsen was on the hot seat as the fourth week of the Oren Harris House 
subcommittee ratings probe moved onward. Charges of "selling confusion" and 
"false advertising" w r ere leveled at Nielsen by the subcommittee while working 
its way through explanations of samples and research methods. Much of the 
criticism was directed at practices already changed as a result of an FTC con- 
sent decree in January. Singled out was one instance in which only 60% of 
205 Louisville homes were actually tabulated in one survey. 

Goodwill stations report 30% gain 

Revenues for The Goodwill Stations reached a record $7,919,009 for 1962, 
a 30% gain over '61, according to the annual report to stockholders by chair- 
man John F. Patt and president Worth Kramer. Profit was $673,118, a little 
over double the '61 figure, and per share earnings were $1 vs. 49 cents. Good- 
will stations are WJR; Detroit; WJRT, Flint, and WSAZ and WSAZ-TV, 

Computer essentially a zombie, Bunker tells IRTS 

The computer is essentially a zombie because it can only do certain highly 
defined tasks, Edmund C. Bunker, RAB president said last week in an address 
to the New York IRTS. "The computer doesn't evalute the facts, or improve 
them, or fumigate them, or dehydrate them. It doesn't even know if they are 
facts," he said, (page 100) . 


Snyder to head new tv company 

Kenneth C. T. Snyder has announced two major business undertakings upon 
his resignation from Needham, Louis & Brorby as senior vice president, effec- 
tive today. First, he assumes presidency and executive producer reins of The 
Funny Co., Hollywood, a corporation he and others have formed for the pro- 
duction of two hundred sixty five-minute color films. Mattel toys has licensed 
the use of the story characters of the children's tv series of the same name, 
scheduled to start in major markets this fall, through agency Carson/Roberts. 
Secondly, Snyder and Charles B. Koren, former vice president of MCA, have 
formed a partnership, Snyder-Koren Productions, Hollywood. Snyder-Koren 
will be active in tv/radio commercial and programing consultancy, with em- 
phasis on a new concept called "target programing," which they define as the 
creation of programs keyed to specific product groupings and developed against 
pre-determined marketing goals for the product categories. 

SPONSOR-WEEK continues on page 14 

SPONSOR/1 april 1963 



A new one hour syndicated show about a new kind 
of cop opens a new kind of audience. THE NEW 

BREED, starring Leslie Nielsen, is a completely 
different approach in a detective series: the inside 
story of a special elite police corps, armed with 
brains as well as brawn. Guest stars like Eddie 
Albert. Keenan Wynn. Tina Louise. Vic Mor- 
row. Wendell Corev and the sure touch of 


Quinn Martin (Executive Producer of this as well as of 
real network power: Kansas City, 42 per cent share* 
Miami, 37 per cent share*; Philadelphia, 39 per cent share* 
Seattle, 47 per cent share-. THE NEW BREED is the show- 
that cuts across your competition with a new. compelling, 
high quality twist. 36 hours now available to increase your 
ratings and sales in your market. ABC FILMS INC 

1501 Broadway. New York 36,N.Y. I \ 4-5050 

An 3-0800/190 No. Canon Drive. Beverly Hills, Calif.-No 3-331 1 


Box 653, Covington, LA-737 


___ A _^^ «a»^MMH*I Top of the news 

'SPONSOR-WEEK ■" toi*****™*** 


FCC proposal would adopt NAB Code for all 

FCC dropped a blockbuster on broadcasters, just prior to the NAB conven- 
tion, with decision to "institute a proceeding in which various proposals to 
put a ceiling on the amount of time that can be devoted to commercial adver- 
tising." One thought ventured by the FCC: adopt the NAB Code limita- 
tions for all. Few months ago, FCC turned down similar proposal four to 
three. But new commissioner Kenneth Cox may have made the difference this 
time. Though it referred to the NAB Code, FCC added it wants comment on 
"widest range of alternatives." Less than third of radio stations, some two- 
thirds of tv stations go by the Code, but FCC action would extend limitation 
to all. 

Wander names FC&B and Ludgin 

Wander named Foote, Cone & Belding for Ovaltine and Earle Ludgin for 
Sugus candy. Both formerly were at Tatham-Laird. Ovaltine last year billed 
$962,300 in gross spot tv (TvB-Rorabaugh) and $836,563 gross time in net- 
work (TvB/LNA-BAR) . Sugus, in test marketing, 1962 had spot tv billings 
of $37,620. 

Fred Silverman named CBS TV director of daytime programs 

Fred Silverman has been appointed director of daytime programs, CBS TV, 
effective today (1 April) . Silverman has been with WPIX, New York, as su- 
pervisor of live programing and general program assistant to the executive 
vice president. Silverman reports to newly named vice president-programs, 
Michael H. Dann, who replaced Hubbell Robinson. 

Advertiser bonus provided by WNBC 

An electric billboard 75 feet high and 100 feet wide is currently flashing the call 
letters, messages, and products advertised on WNBC (AM-FM-TV) New York, 
in 10,000 lights and one mile of neon tubing over-looking Times Square. The 
huge sign is being used to promote the programs and activities of the outlets and 
to billboard products advertised. Community service messages, such as the inau- 
gural one for the New York Cancer Committee, also flash across the sign. 


SPONSOR-WEEK continues on page 58 

SPONSOR/ 1 april 1963 

a statement of 



(Television in Western New England) 

by William L. Putnam 

\ iiium thing happened to me when I gol to the 
- 1 1 1 1 1 i » • the other night. 

\ lot oi nice people showed up and said a lot of nice 
tiling- about station \\ \\ LP. Mainly they said nice tiling 
because ii was our Tenth Anniversary party and we were 
supplying the ingredients which lead to nice things being 

However, some oi the nice people didn't really have to 
have the ingredients t" saj nice tiling about us. As a 
matter oi fact, the) didn't really ha\c to -a> nice tiling 
about ii- at all. Three of these fellows are shown in the 
picture in tlii- column with our genial genius Jim Ferguson 
who sell- things for WWLP. 

These people reall\ didn't have to -ay nice tiling- about 
n- because the) help us pa\ the bills. As a matter of fact, 
they have been helping us pay the bills for ten years. They 
have been sponsoring program- on station WWLP for ever) 
one oi it- ten years. There were a great many other ten-yeai 
veteran sponsors at W WLP's 10th Anniversary Party, but 
ino-t of them were partaking of the ingredient- that made 
them -a\ nice thing- about u-. Real nice people; we love 

Left to right, William L. Putnam, President and General 
Manager of WWLP TV; Howard Codwell, President of 
Western Massachusetts Electric Company; Samuel Boyd, 
President of Baily Wagner in Springfield and President of 
NARDA; Robert Samble, President of Belmont Laundry; 
and James Ferguson, National Sales Manager of WWLP-TV. 

Some other nice people were there also. \ real nice fellow 
from Boston, name oi Peabody, Endicotl Peabody, but even 
one called him Chub, lie i- the new Co\crnoi of Ma— a 
chusetts, and it was quite an honor to have the state's num- 
ber one citizen drop in and say nice thing- about station 

There were some other nice people there from Springfield, 
Ma—. A couple of fellows with names like Ryan and Boland. 
T think they wen- celebrating something that was happening 
the next day, March 17. and were getting an early start. 
Someone introduced them as Mayor Charles Ryan and Con- 
gressman Ed. Boland and both of them allowed as how it 
was nice to have one of the be-t -lalion- in the country in 
Springfield. I thought that was real nice. 

Our Big Brother in New York. NBC, also sent a couple 
of nice fellow- up and they were funny as well. A nice 
fellow b\ tin- name of Frank Blair, who get- up earl) ever) 
morning and like- it: another nice fellow named Paul Kitten- 
house, who doesn't get up earl} ever) morning and like- it. 
and a very funny nice fellow named Harry Bannister who 
told some funny stories which I can't remember but who also 
-aid "NBC doe- too like WW! I'" which I can remember. 

Couple of the nicest people I know were also there. My 
mother and Father, and with them some of the nicest people 
I have ever had the pleasure of working with, my staff 3t 

It was kind of a nice Kith Anniversar) parts all the waj 

Represented nationally by HOLLINGBERY 

facts prove 


4fNUZ ; 


No. 1 ADULT, 



Here are the latest FACTS and 
FIGURES on cost per thousand 
ADULTS delivered by Houston Radio 
Stations. K-NUZ again is conclusively 
Houston's No. 1 BUY! 

COST PER 1000 

6- 9 A.M. K-NUZ $ .99 

Ind. "A" 1.06 

Net. "A" 1.93 

Ind. "B" 1.81 

Ind. "C" . .. 2 33 

9-10 A.M. K-NUZ $1.12 

Ind. "A" 2.04 

Net. "A" 2.14 

Ind. "B" 2.26 

Ind. "C" 2.66 

10 A.M. -3 P.M. K-NUZ $1.74 

Ind. "A" 2.25 

Net. "A" . 2.85 

Ind. "B" . 3.19 

Ind. "C" 3.22 

3- 4 P.M. K-NUZ $1.71 

Ind. "A" ... 2.95 

Net. "A" 2.87 

Ind. "B" 3.46 

Ind. "C" .... 3.00 

4- 7 P.M. K-NUZ $1.43 

Ind. "A" 1.71 

Net. "A" 2.48 

Ind. "B" 2.38 

Ind. "C" 3.27 


Oct.-Nov., 1962 PULSE— Rates Published 
in Jan., 1963 SRDS. 





JA 3-2581 



Americans growing younger 

"The American people in the 1950s reversed a one-way! 
historical trend — by growing younger. The first median 
age of the population, 16.7 years, was registered in the 1820 
Census. As the birth rate gradually dropped and as health 
services improved, the nation's median age increased with 
each subsequent census, reaching 30.2 years in 1950. In 
the last decade, however, the continuing postwar baby 
boom has, for the first time, caused the median age to fall, 
to 29.5. 

"Median age varies with residence, sex, and, particularly, 
color. The median for urban dwellers (30.4 years) , females 
(30.3) , and whites (30.3 are higher than for rural people 
(27.3) ; for males, whose life expectancy is lower (28.7) , 
and for non-white, who have both higher birth rates and 
lower life expectancy (23.5) . 

"The age structure of a population is determined mostly 
by the pattern of its birth and death rates. The relatively 
high birth rate since World War II, for instance, has 
enormously increased the population under 15 years of age. 

"The age profile of the American people in 1960 . . . 
will have profound economic, social, and demographic 
effects on the nation for decades to come. 

"The 1950-60 increase in the people under 20 years of 
age was well over the national rate. 

"The earliest cohorts of baby boom babies are now enter- 
ing marriage and parenthood themselves, and their sheer 
numbers very likely will create a secondary boom, even if 
the birth rate continues to inch doAvnward. 

"The influence of economic factors was reflected in the 
low birth rates during the depression of the 1930s. Depres- 
sion babies were moving into the ages 20-29 throughout 
the 1950s, and the proportion of the population in thai 
group declined significantly. 

"The drop in the nation's median age was all the more 
remarkable for the very large increase in the elderly pop- 
ulation: those who are 65 and over grew numerically from 
12.3 million to 16.6 million, or double the national rate. 

"The elderly are now about 9% of the nation's popula- 
tion, compared with 7% in 1910 and S'l,, in 1950. Back 
at the turn of the century only 4% of the population was 
over 65. The proportion would have increased further 
if the simultaneous growth at the youngest ages had not 
been so spectacular." 

From Population Bulletin, March 1963 
Population Reference Bureau 


SPONSOR/ 1 aprii. I96.S 

WGN-TV news cameraman and film editor— Ed Sullivan— was recently named "Tele- 
vision Cameraman of the Year" by the Chicago Press Photographers Association. 
Sullivan is one of 30 professional WGN newsmen who keep Chicago on top of 
the news from morning to night. Just another reason why WGN-TV offers Chicago- 
land viewers the best local news coverage in Chicago . . . more expert local news 
footage day-for-day than any other television station. 

Another important plus for WGN-TV audiences and advertisers! 


The most respected call letters in broadcasting 

SPONSOR 1 April 1963 








WJAR-TV first again in this three station 
market of over 1,600,000 TV homes. Latest 
report (ARB Jan '63) — WJAR-TV first with 
17 of the 20 top programs; "Station B" with 
3; "Station C" with none. 

WJAR-TV total homes dominance con- 
firmed. Delivery of well over 100,000 homes 
per program. 


















































































'Indicates Average < Hour 




Interpretation and commentary 
on most significant tv/ radio 
and marketing news of the week 

1 APRIL 1963 Copyright I9G3 

First-class feud is brewing between F. <K M. Schaefer and the New York Racing 
Association over tv sports rights. 

Schaefer Beer has sponsored pickups of racing events at Belmont and Aqueduct for bcv- 
eral seasons now, often operating on a custom-made tv network of 10 or 50 stations during 
season's peak. 

Schaefer recently learned that the NYRA, prodded by special tv consultant Herl. Swope, 
was pulling back its tv rights, and was awarding them to NBC TV for a large-scale regional 

Schaefer may have the last word, however. When NBC carries the New York racing events, 
starting 30 March, they'll be aired from an hour-delayed tape. Thus. Schaefer can announce, 
as live hard news, the winners on Schaefer-sponsored racing from Bowie, Laurel and Pimlico, 
which are fed to New York, and thus take much of the suspense out of NBC's sporting 

CBS TV's "The Ed Sullivan Show," which has been something of a bastion of 
single or dual sponsorship, will have multiple sponsors in the coming fall season. 

"sponsorship limit has been set at four clients, however, with the Sullivan variety package 
sold in alternate half-hours. 

All availabilities have been sold. Two are clients returning from the current season (P. 
Lorillard and Pillsbury) and two are newcomers (Whitehall and Lever Brothers). 

Auto industry is booming, and you'll see Detroit sales prosperity reflected this 
fall in heavy radio-tv auto billings. 

Sales rate in the automotive field a fortnight ago was as high as it's been at any point 
since the peak year of 1955. Pace setters are General Motors' Chevrolet, Ford's Ford, and 
Chrysler Corporation's Plymouth and Dodge. 

Auto commercials, incidentally, are among the fanciest on tv in terms of lavish pro- 
duction values, settings and location work. 

Print-oriented men's wear advertisers in New York City are not so print-orient- 
ed, now that the newspaper strike is ending. 

Isidore S. Immerman of the Associated Men's Wear Retailers of New York says that the 
strike "taught the men's wear advertiser how to use radio effectively for spot announcements 
of spectaculars" and adds that he "wouldn't hesitate to say that retailers will continue with 

radio advertising." 

There has always been a degree of men's wear business in New York radio, from Bar- 
ney's, Bond Clothes and others. Now, specialty chains like Wallach's and John David 
have had a taste of radio, too, and they apparently like it. 

Networks and agencies aren't the only ones who spend king-sized broadcast re- 
search budgets these days. 

Four Star Distribution Corp., which specializes in off-network syndication sale of Four 
Star properties, recently spent, by its own admission, "more than $20,000" for a series of ARB 
studies in 80 markets plus national Nielsen figures. 

For the rating history of "The Rifleman" alone, Four Star spent about S3,000. 

SPONSOR/ 1 april 196S 



Rising rating of NBC TV's "Monday Night At The Movies" is spelling firmer 
— and larger — prices for participations. 

When the show was first announced, NBC had to beat the sales bushes vigorously to find 
customers at current pricing of $27,000 for a minute participation ($19,000 for a repeat). 

Cost for 1963-64 season participations in "MNATM" will be $35,000 ($24,000 for re- 
peats, — a jump of $8,000 for the original showing and $5,000 for the repeats. 

For the added money, sponsors will get (1) a fancy grade of post-1948 movies, and (2) 
a station lineup extended from the present 142 stations to nearly 180 stations. 

If MCA feels any pain at the government-prodded loss of its talent agency, it 
isn't reflected in the MCA's earnings. 

The latest financial report of MCA Inc. shows consolidated net earnings for 1962 of more 
than $12.7 million. That's more than $4 million more than the gross earnings of the 
talent-agency arm of MCA in its last big year. After preferred dividends, incidentally, 
MCA stock paid $2.50 per share. 

The figures include MCA's interest in the reported consolidated net earnings of Decca 
Records for 1962. 

Honors for cutest industry "April Fool" stunt go to Tv Guide, whose 30 March 
issue contained a program listing to end all listings. 

Whipped up by the alert Jay Ward outfit (whose "Bullwinkle" is often a masterpiece of 
"in" whimsey), and set in the typefaces used for regular Tv Guide listings, the gag page con- 
tained such gems as: 

• VAST WASTELAND — Adventure. Fearless FCC Chairman (Wally Cox) vows 
to rid tv of violence and bloodshed. When the producer of "The Untouchables" 
fails to cooperate, the Chairman is forced to kill him. 

• HUM ALONG WITH MITCH — Special program for people who have a hard 
time remembering the words. 

• VOICE OF GALLSTONE — Music. The Ballet Russe de Yonkers performs. 
Donald Voorhees explains Leonard Bernstein. Jessica Dragonette sings the first 
movement of "The Kutztown State Teachers Alma Mater." 

• LATE LATE SHOW: "Macbeth." A Scottish fighter, egged on by an ambitious 
wife, makes the big time and wonders whether it was worth the effort. Macbeth: 
Pinky Lee. Lady Macbeth : Toby Wing. 

Executive-echelon salaries of top CBS brass are listed in the proxy statement sent in 
advance of the annual stockholders meeting scheduled for 17 April in New York. 

Item of interest: James T. Aubrey, Jr., president of CBS TV, last year was paid 
$100,000 plus $60,000 of additional compensation. Messrs. William S. Paley and Frank Stan- 
ton are tied for high earners; each received $150,000 plus $138,750 additional, plus $11,250 

An image-building campaign for mid western morticians? Yes indeed, accord- 
ing to Mutual Broadcasting System's April newsletter. 

With considerable tongue-in-cheek, the newsletter reported: "If there ever was an area 
for deathless prose, this is it. Getting a visual should be an art director's nightmare. And 
we certainly wouldn't want to handle the jingles if any are planned." 

20 SPONSOR/ 1 april 1963 


There's a running buttle on between NBC TV ami Westinghouse Broadcasting 
Company over the ratings of NBC's late-night "Tonight" show versus WBC's tape- 
syndicated "Steve Allen Show." 

WBC recently claimed that the Allen show had passed the NBC series in ARB ratings 
of nearly a dozen key markets, and was particularly hot in the cities where WBC owns tv 
stations. Nettled at the claim, NBC's research staffers compiled the following for NBC man- 




Des Moines 
Kansas City 
Los Angeles 
Minn.-St. Paul 
New York 
Portland, Ore. 
San Francisco 
St. Louis 
Washington. D. 

Gross Total 

Tonight Advantage 







Reached By 

Viewers Per 

Reached By 

Viewers Pi 

V4 Hour 

V4 Hour 

V± Hour 

Va Hour 



















































































Breakthrough on overseas syndication front being sought by TV Program Ex- 
port Assn. (SPONSOR-SCOPE, 25 March) has come sooner than expected by the 
group's president. John G. McCarthy. 

On 26 March, the Japanese cabinet voted — largely due to TvPEA prodding — to remove 
the annual $3.3 million ceiling in Japan on imported telefilm shows, effective 1 April. There- 
after, import shows can seek their own price level. 

McCarthy predicted to us that within a year Japan will have doubled in dollar 
value as a telefilm market, setting a new pace for the whole Far East as a consumer 
of U. S. shows. 

SPONSOR /l april 1963 



Closer links between American and European food firms are being forged, 
which may ultimately be reflected in U. S. broadcast advertising campaigns. 

Latest to join the parade is H. J. Heinz, which is currently negotiating to buy "a Euro- 
pean manufacturer and marketer of processed foods." Which one. Heinz isn't saying, but the 
price will be about $10 million, to be drawn from additional financing arranged by Heinz. 

Acquisition of Star-Kist Foods (canned tuna, etc.) by Heinz is also in the works, and 
will be a feature of a special stockholders meeting to be held 17 April. 

Best Foods Division of Corn Products has been a pace-setter in European-American food 
manufacturing deals, and has been marketing in the U. S. the Knorr line of dehydrated 
soups with heavy tv support. 

Brilliant future for BBDO has been predicted by its president, Charles Brower, 
at a recent employee meeting. 

Brower said that the agency was entering a period which would be the greatest in the 
firm's history. 

He also predicted that more ad agencies would spring up as the U. S. population con- 
tinues to grow, and that the country's gross national product would climb to a trillion dol- 
lars by the early 1970's. 

ABC TV is in the process of changing advertising agencies. 

The network has been using Doyle Dane Bernbach. However, DDB and ABC TV have 
"mutually and amicably agreed" to terminate their client relationship. 
Effective date: 30 April. 

There's a drop-off of nearly one-third in number of fall shows on tv networks 
produced by the assembly-line Hollywood giants like Screen Gems, Warner Broth- 
ers, Revue, Four Star. 

This fall, there will be only two dozen shows from the telefilm majors. During the cur- 
rent season, there have been slightly more than three dozen. 

The difference is being made up by (1) more network-produced shows, or 
more shows from network-controlled production companies like ABC TV's Selmur 
Productions, and (2) aggressive small independents. 

Although fall business in new shows is off at Warners, 20th Century Fox and the other 
movie firms active in telefilming, MGM is having a hot season. There are no less than six 
MGM shows sold for fall. 

Single-sponsor network deals are scarce, but they aren't dead by any means. 

This fall, the following single-sponsor sales are set: Grindl (P&G) ; Bonanza (Chevro- 
let) ; Andy Williams (S&H) ; Hazel (Ford) ; Bob Hope (Chrysler) ; Harry's Girl's (Colgate) ; 
Danny Thomas, Phil Silvers and Andy Griffith (General Foods), plus the du Pont, Bell, and 
Kraft shows. 

Speaking of single-sponsor shows, it looks as though Chrysler will be picking 
up the faU season's largest program tab. 

The "Bob Hope Show" signed by the automaker via Young & Rubicam is likely to cost 
about $232,000 per program, not including time. The Hope package calls for a total of 
48 shows, including a Christmas special. 

Other expensive shows include the Judy Garland and Danny Kaye series on CBS TV 
($150,000 each) and Jerry Lewis on ABC TV ($190,000). 

22 SPONSOR/ 1 april 1963 

'555/ FIFTH 

Letters to 

the Editor 


In i he ( in rent issue <>l sponsor, 1 1 
March, page 22, the top item in 
Sponsor-Scope talks about ilie su- 
permarkets' reaction to the return 
of the newspapers in New York. As 
\(>u will note, the item goes on i<> 
sa\ the supermarket operators have 
done well during the strike, and 
\ou wind u|) the hit l>\ saying "su 
permarkets are understood to have 
used little in the way of supple- 
mentary air-media advertising." 

Question: Does this mean to im- 
pl\ the supermarkets were using 
considerable air-media advertising 
before the strike, and, thus, for this 
reason have prett) well found 
newspapers dispensable? If this is 
not what one can read into the 
Item, I'm assuming the item then 
is of little consolation to air-media 
sales people. 

REGGIE MARTIN, vice president & general 
manager, WSPD, Toledo, 0. 

Regarding your comments about 
the supermarket profit and loss pic- 
ture during the strike- — 

I think you should bear in mind 

thai man) <>l the < hains ha\ e a 
very heavy year round si hedule, 
pi imai il\ on radio, with some on 
tv, and it is urn feeling thai i liis has 

done a great deal tO keep theii 

business moving. 

While they may not have used 
\ei\ much supplementary advertis- 
ing, the point I wish to make is 
that their basic approach to the 
use of broadcast has undoubtedly 
kept them strong and healthy 
throughout the entire year. 
MARK OLDS, general manager, WINS, New 

I'm delighted in the interest on the 
pari o| sponsor in the activities ol 
Southern California advertising and 
broadcasting. Those of us who are 
a part of it know that that it is 
lapidh becoming the most import- 
ant market in America. 
ROBERT M. LIGHT, president. Southern Califor- 
nia Broadcasters Assn. 


Please send 50 reprints of the arti- 

c le, "Food Brokers — Grass Roots 


Boy Scouts of America benefit lunch-o- 
ree for advertising, publishing, en- 
tertainment people, organized by 
Benton &.- Bowles; tickets through 
BSA and chairman William Hesse, 
president of B&B, and co-chairman 
William H. Hylan, sr. v. p. sales, 
CBS, and John Mitchell, v.p. sales, 
Screen (.tins. Waldorl Astoria, (3) 

American Women in Radio and Televi- 
sion, New Yoik Cits chapter, "Projec- 
tion '63" panel discussions. MrCann- 
Erickson conference room, N. V. (6) . 

Assn. of National Advertisers West Coast 
meeting. Santa Barbara Biltmore 
Hotel. Santa Barbara, Calil 
Brand Names Foundation, 20th anniver- 
sary banquet, Imperial Ballroom, 
Americana Hotel. New York, (11). 
Society of Motion Picture and Television 
Engineers, 93rd convention and equip- 
ment exhibit. The Traymore, Ulan 
tic Citv. N. J. -'1 26) 

Advertising Federation of America, 5th 
ilisi i ic i conventii in, Vkron, < >.. (1 1- 
1 8) : lib disii i< i convention, ( herr) 
Plaza Hotel, Orlando, Fla., (25-28) . 

Illinois Broadcasters Assn. spring con- 
vention, Springfield, III., (1-3) . 
Montana Broadcasters Assn., annual con- 
\ i in ion, Bozeman, Mont., (8-10) . 
Advertising Federation of America 9th 
dlstiici convention, Schimmel Indian 
Hills Inn. Omaha. Neb.. (ID. 11 i ; 2nd 
district convention, Inn at Buck Hills 
I alls, Pa., (10 12) . 
Academy of Television Arts and Sciences, 

( hicago chapter, 1 nnm awards for 
r\c c IKm r. Pick ( . mgi . -.- I Intel, 
c hicago, 1 13) . 

Ohio Assn. of Broadcasters spring con- 
vention. 1 rem h Ink Shei aton, (16, 
17) . 

Sales and Marketing Executives — Interna- 
tional, annual convention, Philadel- 
phia, (19-22 

Influential" thai appeared in th< 
25 February issue- ol sponsor. 
We are also interested in u 
cm etpts from the ai i it le in oui 
monthl) public . tt ion lo retail 
ccis. druggists, buyers, wholesalers 
and oihei members ol the food and 
di ug trade in out area I am think 
ing particularly in terms <>i ex 
cerpts from the portion ol the ai 
title headed "Comments from 
Brokers." I n< losed are several 
topics ol "Merchandigest, 1 winch 

will give you an idea ol how we 

use the "Broker's Corner," when 
we plan to use ex< erpts from the 
sponsor ain'c le. \\'e w ill. natural- 
ly, give piopei c redit to sponsor. 
BAILEY W. H0BG00D, promotion manager, 
WFMY-TV, Greensboro, N.C. 

We want lo thank you, Inst, loi 
permission to i epi inl the sec tion 
ol youi ai tide in the March II is 
sue ol sponsor which highlighted 
"Focal Point." We have made a 
fairl) wide distribui ion ol this re 
prim through both oui local and 
national sales organizations. 
We would also like to state that we 
leel \onr treatment ol the general 
subject ol public service program- 
ing was e\c client. 

JAMES E. ALLEN, general manager, WBZ-TV. 

Congratulations on a \ci\ fine ar- 
ticle about uhl television today. 
We were \cn interested to read 
the opinions of the station men 
queried. Uhl television is ol vital 
interest to ns as we represent somt 
ol the outstanding uhl stations in 
the t ountry. 

There is one point we would like 
to eall to youi attention in the list- 
ing of uhf stations in the article. 
You list the network affiliation of 
WLYH-TV Lancaster-1 .ebanon — 
and WSB V I V— York -as VB( 
Both ol these stations are CBS affi- 
liates and with WHP-TV form the 
Keystone Group, the onl) CBS serv- 
ice for Centra] Pennsylvania. W 
would apprec iate a c ol i ec tion ol 
these two errors as it is a \ei\ si_; 
nidcant point to us and the stations 


thanks very much and keep the 

fine, informative contents of SPON- 
SOR up to its present high levels 
DONALD H. RICHARDS, manager of research. 
Blair Television. 

SPONSOR I ai'rii 1963 


If you want to reach the people who buy time — 
you gotta go where they are. 

You'll find more of them reading SPONSOR than 
any other book in the broadcast industry. 

They're not reading just for fun, either. They're much too 

busy. They're reading for information. The kind of vital 

information about the broadcast industry that can 

be found in no other publication. 

SPONSOR information is pinpointed exclusively to 

their interests and needs . . . written by the 

most capable and experienced staff in the field. 

If you want these "buyers" to "buy" you, it makes 
sense to buy a schedule in SPONSOR. Because in 
SPONSOR you'll get only those readers who can approve 
the orders. The only kind we deliver is the kind 
who can deliver for you. 

And by almost every independent survey SPONSOR delivers 
more of these decision-makers in a more business-like 
frame of mind than any other book around. 


If you lived in San Francisco 



1 .1 'I M i i 


S5 v? 


ii ii ir it 


■ -gr 


i\- I 


. . .yow 'd be sold on KRON-TV 


sound off on 
this topic: 


I were NAB's 


speaker . . . 

If I were NAB's 
keynote speaker I'd say: 

"Make your Code Board an 'Advisory Board 9 of 
experts to help, not restriet, the responsible 

advertiser . . . It is your responsibility to 
develop a system to insure that the advertiser 

gets what he pays for. There is no question 
that the tools are available . . ." 

By Alfred L. Plant /Z e President-advertising 

Blorfi Drug Company 

A broadcast convention is unlike any other industry 
gathering in my experience. There frequently 
seems to be an air of defensiveness rather than of 
achievement. As your keynote speaker I sense that 
you are expecting me to attack, rather than to praise. 
After all, isn't the thing to do today to stand up and 
pan the audience that you are invited to address? 

Let's review, however, the purpose of your meet- 
ings. You are gathered not to pat yourselves on the 
back and not necessarily to be slammed against the 
wall. Rather, you are here to discuss problems that 
are pressing your business and your industry and to 
suggest areas of positive direction and solution. 

Why am I here? Obviously, my interests and 
thoughts concern television as an effective commer- 
cial medium. If you had invited a representative of 
government or the public, you'd be wondering wheth- 
er this time the target would be programing, license 
renewals, violence, or another aspect of the broad 
spectrum of commercial broadcasting. 

It is precisely because your medium is so mass, so 
much a part of all our lives, that everyone takes a 
swing at you. It's flattering, really. Only when we 
outsiders — your customers — stop worrying about what 
you in broadcasting are doing, when we stop caring, 
will you have an insurmountable problem. Today 
your problems are still very much surmountable. 

I care because the company that I'm part of has 
grown significantly through advertising in your me- 
dium. I want the medium to remain effective for us. 
And for other advertisers to grow and thus help our 
economy to keep moving upward. 

Because I care and because I want to help, I have 
talked to a number of advertisers and agency men. 
The common agreement with this entire group is that 
the problems are in three areas: 

(1) Content of commercials. 

(2) Rates and availabilities. 

(3) Your basis for selling. 

As advertisers we are being told by a host of au- 
thorities what we CAN'T do. We are told by the Fed- 
eral Trade Commission, the Federal Communications 
Commission and others. And moves are afoot to sad- 
dle us with still more "cant's." 

Your Code Board implements the "Cant's" and 
"Don'ts" zealously, legalistically, and sometimes ex- 
clusively as censors. There are advertisers who al- 
ready are discovering that they cannot present as 
complete and dramatic and interesting a story in your 
medium as they can in others. 

This is ironic, of course. For it is precisely the dra- 
matic qualities of television that have made your 
medium so forceful for advertisers. I understand why, 
by the same token, these dramatic qualities also make 
television advertising more liable than other media 
to attack by the watchdogs. But in pleasing the nay- 
sayers, you must not go over the line in restricting 
these most valuable qualities. 

I want to suggest, therefore, that the Code Author- 
ity of the NAB set as its primary objective the task of 
telling us what we ca?i do and be prepared to show 
us the most effective ways of accomplishing these ends. 
Make your Code Board an "Advisory Board" of ex- 
perts to help, not restrict, the responsible advertiser. 

This may mean an entirely different kind of staff. 
A staff with experience in writing and producing com- 


SPONSOR/1 april 1963 

mercials rathei than legal 01 censorship oriented peo 
pie. \ stafl whose opinions are respected and can be 
depended upon to be consisteni in then treatment "I 
.ill advertisers and in .ill circumstances. Not thai we 
wani them to create 01 write oi produce out com- 
mercials bin we u.nii theii advice and help when 
1 hei <■ .11 c pi oblems. 

In short, I'm .i>kn>'_; you to stop giving awa\ die 
advertiser's birthright the opportunit) to use your 
media with maximum effectiveness. 

rhis means liberalizing youi cop) clearance poll 
cies .is much .is possible in help the advertisei tell liis 
niosi effective stoiy. 1 1 iiicnis reviewing all the restric- 
tions you've imposed to sec if they reall) serve in the 
interest <>f all parties public, advertiser, and your- 
self, die television station principals. 

You're thinking: "It's eas) foi him to sav, but we're 
the people who have to come up Eoi license renewal 
every year. We're the ones who live with the com- 
plexity ol rendering a public senile on government 
controlled channels, while running a rommerrial busi- 

Knowing that, I si ill suggest: When you have a 
reasonable position to take, you have the responsi- 
bility to yourself and to your customers to look the 
governmental agencies straight in the eye and argue 
your position with all the courage and conviction at 
your command. 

Enough about advertising content. Now, let's look 
.11 point nuinbei two — rate structures and the prob 
lems of availabilities. Are your rates as equitable as 
the) should be for large and small advertisers? Isn't 
ii time you restudied your discount structures? 

As individual stations, apparently you can operate 
profitably with a "six plan" that offers at least a 25% 
discount and a "12-plan" that frequently cuts spot 
costs in half or more. If this is so. then maybe your 
single spot costs should be cut drastically and dis- 
counts limited to 10%. 

If you are seriouslv thinking about your business 
five years and ten years from now. it is certainly im- 
portant to encourage the smaller advertisers, both at 
the local and at the network level. Otherwise, where 
will vim get the 1 97.S "Alberto-Culvers" or even 
"Block Drug Companies"? 

Isn't ii line thai a lew large multi-brand advertisers 
control most of the highly desirable local spots? They 
can do this because if one product drops a spot sched- 
ule then another product of the same company picks 
ii up. Also, one by one they weed out the weaker 
spots and hold onl\ the blockbusters. The result is 
that the better spots seldom become available to the 
new advertiser or the advertiser who cannot afford or 
hold .1 fifty-two week schedule. This isn't an insur- 
mountable problem if you really want to solve it. 

You might consider a method that would enable 
you to encourage these other advertisers. For instance, 
a system of sitting aside a certain number of prime 
spots Eoi rotation among main advertisers could be a 

Please turn to page 50 


If I were NAB's 
keynote speaker I'd say: 

• •/ 

it is difficult to understand tvhy 
broadcasters ivho are members of 

and give lip service to the NAB 
can constantly violate the 

NAB Code and still display the 
NAB Seal of Good Practice" 

Dw Mf D. .»»».#! / chmn., ANA Broadcast Comm., v.p. 

By John W. Burgard / adv . >Brown & Williaimon Toba / co 

Today, in my opinion, television is the most effective 
medium available to the advertiser of a mass con- 
sumer item. How long will this situation continue? 
The margin of superiority is rapidly diminishing and 
if the present trend continues it may disappear com- 

Why is this happening? There would seem to be 
three obvious reasons. First, costs continue to rise at 
a rapid rate without a corresponding increase in the 
number of television viewers. Since this is an obvious 
fact, I shall not belabor it, even though a glance at the 
financial statements of those broadcasters who publish 
a financial statement would indicate that a vhf televi- 
sion license in a metropolitan market bears a marked 
resemblance to the proverbial "license to steal." The 
broadcasters, however, are in business to make money 
and so long as they are in a sellers' market we can only 
hope that good business judgment will prevail in the 
setting of rates. 

The second reason would be the constant curtail- 
ment of product protection afforded the national ad- 
vertiser by the network. A number of companies, 
including my own, have spent a good deal of money 
and time in an effort to determine the negative effect 
of the networks' scheduling commercials for competing 
brands within a constantly decreasing period of time. 
The results have always been the same — the effective- 
ness of the selling message is appreciably lowered when 
there is not adequate product separation. 

The third point is the most difficult to understand. 
The broadcasters are rapidly diminishing the effective- 

ness of what they have to sell with no offsetting gain 
in profits or flexibility of scheduling by the constantly 
increasing encroachment of non-entertainment ele- 
ments into entertainment time. 

There are a number of studies, conducted by dif- 
ferent people with different methodology, which would 
indicate that a commercial message surrounded by 
other commercials or other elements, such as promos, 
credits, etc., is between 25 and 50% less effective in 
its selling power than the same commercial contiguous 
to entertainment content. Yet we find in many in- 
stances that the networks will devote more time to 
such extraneous material than they do to the com- 
mercials for which the advertiser pays an average rale 
of over $40,000 a minute. This practice is also harm- 
ful to the individual broadcaster who is interested in 
selling spots, since the spot he sells in the station break 
is now no longer in a break between portions of enter- 
tainment but is somewhere in the middle of a six to 
ten-minute clutter of non-entertainment elements. A 
psychologist looking at this situation and seeing the 
broadcast industry debase the value of the product it 
has to sell, while at the same time increasing the cost 
of this product, could only conclude that the broad- 
casters as a group are imbued with the "death wish" 
and want to go out of business. 

That the advertisers are taking a very serious view 
of this vitiation of commercial effectiveness as a result 
of clutter was indicated by the program content at the 
ANA Television Workshop held earlier this month. 
Time and again various speakers made the point that 
reacli and frequency and cost-per- 1,000 were no longer 
sufficient to determine the value of television advertis- 


SP0NS0R/1 april 1963 

mg. In i.ui, these rathei standard measurements are 
now just the beginning .is more and more companies 
are doing research to determine the real sales effe< tive 
i u>^ < >i theii television advertising. 

\lv own ( (iiii|).ui\ has jusi recently cancelled its 
participation in .1 well known television show thai 
enjoys .1 good rating and .1 cost-per- 1,000 appreciably 
lower than a numbei ol the shows we are continuing 
to use. In this particulai show, however, foui oul ol 
the six positions were noi contiguous to entertainmeni 
lime ,nnl the ( effectiveness furthei re 
(lined In triple billboards, both ai the opening ol the 
show and aftei the middle break. \s .1 resuh <>l re 
se.iuh whit li was concluded, it was determined that, 
ol .ill 0111 progl .mis. this show was In lai the least 
flfficienl in terms of sales clfcc tiveness. 

[t is 1 1 i llu nit to understand why broach astei s who are 
members ol and give lip service to the N \\\ can ion 
stantl) violate the NAB (.ode and siill display the 
\ \ l> Seal ol (.ood Practice. In Section I I. paragraph 
1. ol the Code it states: 

"Commercial material Eoi both individual spon 
sored and participation programs within any 30- 
niinute period of prime time may not exceed loin 
minutes, plus total station break time in the aggregate 
ol 7<» seconds. 

( ommercial material in prime time includes hill 
boat ds, publii service announcements, promotional an 
nouncements Eoi othei programs, as w < - J 1 as commer- 
cial ( opy ." 

Mam shows do noi conform to this rathei liberal 
requirement. \\ hen othei non entertainmeni material, 
siuli as bumpers, overly long titling, produce! credii 

and othei credits, is added 11 is lonnd that non 1 ni> | 
tain men I lime will frequently 1 1111 si\ lo eighl nun 

Paragraph 3 ol the same section of the NAB Codi 


"Iii prime time a station break shall consist of not 
more than two announcements, plus non-commercial 
copy such .in station identification or public: servici 

annoiiiK enienis." 

In rathei extensive monitoring over hours of pro 
graming and prime nine we have not found a single 
si a non ilia 1 did not frequently carry at least a promo, 
two commercials, and station identification at the 
break. 15\ the definitions quoted above this is a II. 1 
grant violation of the NAB Code. 

It would seem to me that the NAB is in a position 
to become "a knight in shining armor" to the viewing 
public, a friend indeed to the advertiser, and the sa\ 101 
of the broadcast business by making the NAB Seal of 
Approval meaningful. If this were done, I could easily 
foresee the day when the advertiser's first question 
when considering the use of a show or a station would 
be — "Does it larrv the NAB Seal?" 

SPONSOR/1 april 1963 


If I were NAB's 
Keynote speaker I'd say: 

"There will always be some children 
who will throw pebbles at the most magniiieent 

eathedral. With the enormity of television 
growth, scope, fascination for the multitudes, 

it is natural the medium provides a testing target 
for those who speah, tvrite, 

legislate and investigate." 

By Wiiliam B. Lewis / 

chmn. of bd., and dir. of creative 

services Kenyon & Eckhardt 

Thank you for giving me an opportunity to welcome 
delegates and their guests, and your list of distin- 
guished speakers, to the NAB Convention. 

This is an unusual year; for one thing, you find 
a slight change in the conversation today. Mortimer 
Caplin will be as widely discussed as Newton Minow 
has been in the past. 

As you prepare for your business meetings this 
week, you will be observing, probably without your 
knowledge, an anniversary which may be have escaped 
your attention. This is the 15th anniversary of measur- 
able television. 

Prior to 1948, 15 years ago, television belonged to 
the engineers and gadgeteers, and if you owned a set 
at the time, you were inclined to think it belonged 
to the neighbors. 

Then in the year 1948, television became a subject 
of study for the computers, and the mid-century revo- 
lution in communications and entertainment was offi- 
cially under way. It has been a rough decade and a 
half, an interesting one, and if we chose to accurately 
reveal our thoughts, we would admit it has been an 
enjoyable time in our lives. For we in the broadcasl 
industry have stood as men accused and men admired 
at the same time. 

All has not really been bad. The worst they have 
said about us is that we keep plowing the same furrow. 
Our critics may have chosen different and other words, 
but whatever way they phrased it, it amounted to the 
same accusation. 

But as one who spent most of his boyhood in the 

State of Missouri, I can tell you what when the corn 
grows tall, plow the same furrow again next year. It is 
essential to profit, essential to staying ahead of the 

I recall that in 1948, a pivotal year in television and 
communications, and likewise an election year, a dele- 
gation of actors visited Washington in justifiable be- 
wilderment. The problem: television, even in its in- 
fancy, flung deepening shadows ahead for those who 
earned substantial incomes in the field of entertain- 

The imaginative and adventurous executives of Hol- 
lywood, the actors pointed out, were willing to under- 
write the heavy risk required to supply employment to 
film actors and actresses and allied groups. 

But how about the makers and sellers of soaps, 
cereals, automobiles — would they pay the bill for tele- 
vision? And how promising is the career of an actor 
if his welfare must depend upon television's future 

At that time, the motion picture industry had just 
finished counting the income from its all-time high 
income year (1946) when box office receipts were 
$1,799,400,000 and 98 million people went to movies 
every week. At that time, the industry lived in fear 
that television would simply become just big enough 
to skim profits from motion pictures; in fact, to dam- 
age movies and at the same time not become a major 
industry of its own. 

How well has broadcasting done since then? Last 
year, as most of you know, the income of television 
alone was $1,744,800,000, plus another $709,000,000 in 
radio, plus the income of other substantial industries 


SPONSOR/ 1 april 1963 

involved in the making oJ commercials £01 television. 
1 1 is likewise interesting to note thai during the samt 
15 years, radio billings rose from $561,000,000 in 1948 
i,, 1709,000,000 in 1962. However, we are .ill aware 
thai during thai period radio's actual share ol the ad 
vei 1 i^ii'K dollai has de< 1 eased. 

I Ims we have the answei to 1 1< >\\ willing and/oi 
capable advertising has been i<> pa) the bill foi a 
thriving industry. 

Now thai the industry has out-exploded the ex 
ploding population, we have evidence thai we have 
reached the saturation point in numbei ol homes 
owning ice 1 i\ tt s. 

Man) in 0111 audience, oui educational systems, and 
mil bureaucracies ai leasl pretend to be disturbed ovei 
the type ol programs produced b) the dream factories. 

We hav< an answei h>i this il we eleci to use it. 
If programs lack sophistication, wh) do people con 
tinue to view them in such large numbers, and why 
has there been no measurable decline in the amounl 
ol time spenl \ iewing? 

The elemental") lessons ol histor) tend i<> point to 
the answei . When there is bigness and inno\ at ion, the 
critics gather, and main ol them are articulate. I here 
will always be some children who will throw pebbles 
at the most magnificent cathedral. With the enormit) 
of television's growth, scope, and fascination foi the 
multitudes, it is natural that the medium provides a 
testing target for those who speak, write, legislate, and 

In m\ opinion, we have passed the peak ol the 
stone tin owing, hairing accidents. The time has not 
come to relax, however, and we should apply the les- 
sion we have learned from the Westerns: never sit with 
your ba< k to the door. 

We have demonstrated that we can withstand al- 
most any and all assaults, and if we are to he seriousl) 
hurt in the future, it is likely to be we who will hurt 
Ourselves, through inertia or over-confidence. 

If broadcasting is the nation's most powerful and 
glamorous medium, broadcasting should begin telling 
people the stor) ol broadcasting, a campaign I have 
been suggesting for years. You cannot expeel com- 
petitive media or the phrase-making politicians to do 
it lot you. 

It broadcasting claims to blow the shiniest horn 
lor its advertisers, broadcasting must relax its timidit) 
and blow the same shim horn in its own behalf. 

In my travels around the country and in conversa- 
tions with many people, I have come to the conclu- 
sion that within recent months television's image has 
improved immeasurably, and I sav immeasurably be- 
cause I know of no measurable image of television. 

This is due to the extended scope of public service 
programs on networks, and a general trend toward 
more sophisticated programing. 

Sponsors have shown an increasing willingness to 
sponsoi public service programs, and in main in- 
stances these are sponsors using straight, hard-sell 
product c ommercials. 

However, there is room foi improvement in ih< 
local level I .mi aware thai man) stations, includ 
ing w l \\ l\ and the Westinghouse stations, hav< 
buili documental*) units Eoi treatment ol local educa 
tional and informational service, but man) have not 

While- not all stations swing budgets capabli ol 
building documentary units, local programs ol the 
\Icvi the Press type and roundtable discussions are 
w iihin the Imam i.d n.n h ol all stations. 

Radio's willingness to serve seems to be on the in 
1 lease on almost all stations I have heard. 

While we acknowledge and accept a responsibility, 
up to a degree, foi presentation ol informational and 
cultural programs to the public, we cannot lose sight 
ol oui 1. 11 greatei and fai more vital responsibility. 
Ihis is a responsibilit) which we should have no 
hesitanc) 01 timidit) in admitting to be oui numbei 
one objective: increased sales ol the products we 

advei I ise. 

At a nine a lew vears back when main economists 
weie gloom) about the future ol oui gross national 
product, Jack Van Volkenbui^ made .1 speech ol a 
more positive nature. Television was still in in 1 
davs. but he- pointed oui that its dynamic ability to 
create a market and demand foi goods and seiviccs 
was so gieat that the medium viiiu.dlv assured us of 
i Please turn in page 5 1 • 

SPONSOR 1 april 1963 


If I were NAB's 
keynote speaker I'd say: 

66 Any broadcaster who ignores this fact does 
so at his own peril: for most people at most times 9 

entertainment is the prime reason for tnrnina on 
their radio or telecision sets . . . the on<» element 

necessary for success in all broaileasting's 
functions (is): Showmanship." 

By Leonard H. Goldenson / S^^ET** 

The selection of an entertainer to receive this year's 
National Assn. of Broadcaster's Distinguished Serv- 
ice Award should serve to remind us of a fundamental 
fact about broadcasting. It is a fact that may have 
been obscured in recent years as some critics have 
proselytized for their private notions of what the 
broadcast media should do and be. 

Stated quite simply it is just this: For most people at 
most times entertainment is the prime reason for turn- 
ing on their radio and television sets. Any broadcaster 
who ignores this fact does so at his own peril. 

But our recognition of Bob Hope's contribution to 
the American public through radio and television over 
a period of more than 30 years goes still further. Be- 
yond illustrating the primacy of entertainment to our 
media, it vividly dramatizes the one element necessary 
Ini success in broadcasting's functions: Showmanship. 

Showmanship is the foundation of all the roles of 
radio and television, whether theatre, concert stage, 
vaudeville, cinema, sports arena, lecture hall, political 
platform, classroom, news or advertising medium. 
With it, a lecture on the tariff question leaves not a 
dry eye in the house; without it, even a parade of 
beauties would get no more than a passing glance. 

Like so many basic concepts, showmanship is not 
easy to define. The dictionary tells us that it is the 
capacity for effective visual or dramatic presentation. 
Of course, the key word there is effective, which can 
mean many things to many people. We are not likely, 
then, to discover ihe real meaning in the dictionary. 

Neither are we likely to discover it — as too many 
people in broadcasting and advertising have tried to 

do — from the slide rule. In radio and television all 
that the slide rule is good for is to multiply or divide 
dollars. It does not add quality, talent, or creativity. 

A slide rule is, of course, useful in engineering and 
the physical sciences to work out a formula or to re- 
produce something that has happened before, but as 
Wagner demonstrated in "Die Meistersinger" creativ- 
ity is not reproducible by formula: it ends up being a 
parody of itself. And the public is not fooled for long. 
Despite the claims of dyspeptic critics that the public 
always prefers the mediocre, the record shows that the 
winners in the race for public favor are almost always 
the best in their class. 

There are many examples of what has been called 
"the persistence of the first rate" in broadcasting. 
Among the old-timers at ABC whose showmanship 
skills have come through over many years are, of 
course, Don McNeill, Sid Caesar, Fred MacMurray, 
Victor Borge and Ozzie and Harriet. Incidentally, 
Don is celebrating his 30th year in radio, and the 
Nelsons (Ozzie and Harriet) first started broadcast- 
ing, on radio, 29 years ago. 

Showmanship can mean taking risks, big risks. At 
ABC, we are putting more than Si 00,000, 000 into 
new television programing, and we think our '63-'64 
schedule will be the strongest in our history. But ad- 
vertisers and agency people who have seen our pilots 
are recognizing the showmanship values of backing 
two 45-minute programs into a 90-minute Arrest and 
Trial, or the fresh handling of Robert Louis Taylor's 
Pulitzer-Prize winning "Adventures of Jamie Mc- 
Pheeters." The sponsors are coming into these and 
other ABC TV programs — hut showmanship ( ame first. 

A lot of evebrows were raised when our radio net- 


SPONSOR/1 april 196 

work p.iid $300,000 l<>i the rights to the Patterson 
Liston fight lasi year. Bui the fact is thai we delivered 
the largesi audience for an) commercially sponsored 
eveni in broadcast history radio 01 television and 
made a profit on ii in the bargain. Creativity and 
showmanship, couni and sell and .hu.ui audiences. 

Failure i<> observe (his axiom has spelled man) .1 
disaster not <>nl\ in television and radio but in othei 
media .is well, including motion pictures and maga 
/ines. The path to lost audiences and lost readership 
is littered with the (<>i|>ses <>l rigidl) applied formulas 
in the face of competition from new sources. I see no 
le.iscui to ilimk that broadcasting will be immune to 
such competition both from within the industr) and 
from oihei competitive media. We at ABC welcome 
tins competition; we feel it will spin us to new heights 
ol showmanship, and progress. 

It seems to me that our best (hanie I01 survival as 

an industr) in the long 11111 is to ir\ 10 create those 
conditions within broadcasting that will insure vital 
it\. that will give creativit) the opportunity it needs 
to show what it can do. For the real danger, as Gilbert 
Seldes put it in 1956, is that radio and television 
". . . will succumb to their own routines, that experi- 
ments will become fewer and fewer, that new things 
will he onl) superficially different Irom the old and 
good things will not be allowed time enough to take 
hold, to root themselves, to live." 

BUI allel all. Ueali\ll\ Is a mm and pHciniis thing. 

It cannot simpl) he manufactured. How can we in 
broadcasting presume to guarantee it to ourselves? 

\\ e t ant. But we < an 1 en kmi 1 1. 1 •>)!< n ISOn I hi I 

creativit) and originality an- so rare in general is that 
there is usuall) a certain amount ol dangei in chal 
lenging old ideas and old ways "I doing things. I 
often the young man who performs well ai the < us- 
tomary is the one who is encouraged and promoted. 
On the othei hand, the greatest amount <>l creativit) 
is found where change am! new ideas are welcomed, 
encouraged, and rewarded. I would urge, therefor* 
that we in broadcasting pa) mote attention in the 
Euture than we have in the past to the development 
ol new talent creative, performing and executive. 
I'oi il showmanship and creativit) .u<- needed i" 

the) will he needed e\en mole loillollow, not as end- 

iii themselves bui as the underlying means ol serving 
the public interest We must nevei forget that we 
have assembled the greatest audiences in histor) b) 

Masters oi showman- 
ship, the quality 
Goldenson lauds, are 
Bob Hope 

1 jctrem< i 
I i> (I Mac Murray 


Sid ( 

itom c), and 
Victor Borge 

virtue of our promise to provide every cabin, ranch 

house, apartment or mansion in ever) village, whistle 
stop or metropolis with front row seats for the greatest 
show on earth. 

Showmanship provides the kev to fulfilling that 
promise . . . and it's good business, too. ^ 


If I were NAB's 
keynote speaker I'd say: 

"There has been a manifest improvement in 
taste to the point where the public is demanding 

better comedy, better drtuna, better news 
and information proa ranting, better advertising. 

Only by moving ahead on all these fronts can 
broadcasting make meaningful progress." 

By A. Louis Read / 

chmn., bd. of delegates, NBC TV affili- 
ates; exec, v.p., WDSU-TV New Orleans 

For the p;ist few years, broadcasting has been a ship 
steered by the winds of criticism. Instead of relying 
upon our own judgment as broadcasters, we have been 
bending and swaying all too often in a futile attempt 
to court favor with those people who seem to have the 
least understanding of our business — the self-ap- 
pointed critics who can be found in almost every walk 
of life. Rarely has a major industry so allowed itself 
to be pushed and pulled around, with the predictable 
result that we have seldom been more troubled and 

Broadcasting's biggest problem stems from trying to 
satisfy three masters simultaneously: government offi- 
< ials, businessmen, and viewers. In theory, the govern- 
ment official and the businessman should be satisfied 
as long as broadcasting continues to fulfill its respon- 
sibility to the viewer. In practice, however, something 
quite different occurs. 

The government official almost invariably begins 
with the assumption that something is wrong with 
broadcasting, and that it is his mission to correct it. 
I his is al least partially the result of an ear ailment 
peculiar to government officials — over-sensitivity to 
the loud voices of the critical few who are totally un- 
representative of the massive many. As we are coming 
to learn more and more, broadcasting is doing an ex- 
cellent job of satisfying the vast majority of its viewers. 

Whal is needed, it seems to me, is a new definition 
oi the words "public service." Broadcasters are re- 
awakening to a basic premise which most of us learned 
a long time ago — that the primary reason for our ex- 
istence and growth is our function as a medium of 

entertainment. If the overwhelming preference of the 
public is that it be entertained, then entertainment 
certainly renders a valid public service. 

This is not to suggest that the informational aspects 
of our medium be ignored. On the contrarv, no re- 
sponsible broadcaster can overlook the tremendous 
potential of his station as a vital news source, and a 
positive influence in community affairs. But the broad- 
caster who loses sight of his mandate to entertain is a 
broadcaster who will not stay in business for long. 

Many intelligent people are disturbed by the taint 
which appears to have attached itself to the profit 
motive in the past few years. Producing products for 
profit is a perfectly acceptable motive; it is the dynam- 
ism which has actuated our free enterprise system, and 
it is time we refocus our perspective toward this fact 
of business life. Additionally, there is no reason why 
a product produced for profit cannot render a distinct 
and valuable service. If I may use a roughly-drawn 
analogy, an automobile whose design and performance 
must be tailored to the public taste can be utilized as 
a vehicle for entertainment as well as a vehicle for 
service. The same automobile which carries the family 
on a leisurely Sunday drive also carries members of 
the family to school, to the doctor's office, and to 

The commonly accepted definition of "public serv- 
ice" qualifies it as a euphemism of the first order, and 
numerous sins are committed in its name. Many of 
the programs which carry this label represent nothing 
more than the perfunctory discharge of an artificially 
imposed obligation, and make a mockery of the real 
concept of "public service." It is high time we stiffened 
our backs and resisted the pressure of bad programing 


SPONSOR/1 april 1963 

cloaked in the respectability ol "publii servici 

Quality rathei than quantity must be the |> unary 
concern ai both the network • nd local levels. I he m 
works particularly mighl profil from a hardei lool in 
this direction. \u ovei emphasis mi news and publii 
affairs programs has led to many less than satisfactory 
efforts on theii part. Where .1 choice has i<> l« mad< 
the alternatives should be weighed objectively, and il 
this results in 1 In- com lusion that the choice 1 > between 
.in average entertainment show .mil an inferioi publii 
affairs program, let's have the courage to recognize 
1 1 1.1 1 the average entertainment show may well In- more 
desh able. 

Broadcasting is aware ol its triple function as .1 
medium «)| entertainment, information, and s.ilrs 
rhese three are perfectly compatible so long .is the 
relationship between the broadcastei and Ins audience 

remains direct, clear, and unfettered. I he broadcast- 
er's survival depends upon his ability to accurately 
perceive and respond to the demands ol his audience, 
and it is only when he concentrates on doing this thai 
he is truly acting in the public interest. To IK in the 
face ol publi< preference is not <>nl\ economic suicide, 
hut a sure path to the eventual vitiation ol broadcast 
ing's effectiveness. Our tools foi measuring the re- 
quirements ol otii audien e are still relatively primi- 
tive, but they are improving. 

We must learn to trust the public — to rely u] on 
their continuing growth to broaden our own vistas 
In the short space of a decade, we have seen a signifi- 
cant sophistication of the public taste. The levels of 
comedy, drama, news and inloimat ion programing, 
and even advertising which were so avidly absorbed 
ten years ago are no longer acceptable. There has 
been a manifest improvement in taste to the point 
where the public is demanding better comedy, bettei 
drama, bettei news and information programing, and 
better advertising. Onh by moving ahead on all these 
fronts can broadcasting make meaningful progress. 

This is the challenge we welcome. We want our 
audience to demand bettei broadcasting. Ibis is the 
kind ol motivation which is healthy, exciting, and 
rewarding, ^nd this is the hope of our industry. ^ 

SPONSOR 1 april 1 '.>(>.; 


If I were NAB's 
keynote speaker I'd say: 

"Tlie most potent new 'ingredient 9 for tv 

is color . . . II it h in the next ten years, 
I predict that blach-and-white transmission 

will he virtually a thing of the past. The entire 
fill tire of i derision rests in this thrilling 

new dimension in the medium." 

Ru Warri I Onaal / executive vice president and general 
Dy Ward L. UUaai / manager> WGN, Inc., Chicago 

It is very gratifying to have this opportunity to visit 
with this distinguished body of delegates assembled 
for the 41st annual convention of the National Asso- 
ciation of Broadcasters. 

In my brief remarks today, I should like to con- 
fine my comments to color television, which is "bust- 
ing out all over" at progressive-minded major televi- 
sion stations throughout the country. 

With 19 manufacturers now turning out color re- 
ceivers, indications are that upwards of one million 
color sets will be sold this year, almost double the 
1962 figure. Currently, nearly 400 tv stations are 
equipped to carry color and more than 60 local sta- 
tions at the present time regularly originate programs 
in color. 

And for anyone who still wonders whether there is 
enough color tv programing on the air to warrant the 
expenditure, they might well consider that 30 spon- 
sors are using color shows and color commercials on 
NBC, which has pioneered commercial color televi- 
sion since 1954. 

In my opinion, color tv has now entered the second 
and decisive phase of its development as a mass enter- 
tainment medium and a profitable business venture. 
In Chicago, WGN-TV has played a major role in the 
introduction and successful marketing of "color," the 
qualit) reception ol which has been considerably en- 
hanced in recent times through improvements in cam- 
eras, lighting techniques, tape recording, circuitry and 

The future impact of television as a dynamic ad- 
vertising tool will be tremendous with the addition of 

color, which adds a powerful dimension to the enjoy- 
ment of the viewer. 

The entire future of television, in fact, rests in this 
thrilling new dimension in the medium. And in the 
years to come, the world of color tv will expand to 
even more exciting proportions as witnessed by CBS's 
recent telecast of Princess Grace's Tour of Monaco, 
which emphasized anew the impact of color. 

In a number of statements I have made in the past, 
including an address in Indianapolis last October, I 
stated that, with a few exceptions, there has been a 
"leveling off" of television revenue and that, if we are 
to truly make progress in the years to come, as we 
have in the first 15 dynamic years of this business, we 
must "feed new ingredients" to sustain our develop- 

The most potent new "ingredient" for television 
is color and, within the next ten years, I predict that 
black-and-white transmission will be virtually a thing 
of the past. 

The rise of color tv sets as an advertising force is 
shown in figures on newspaper ads for color sets, 
which jumped 164% last year over 1961, accord- 
ing to a 149-city check by Advertising Checking Bu- 
reau. In a special report on newspaper advertising of 
electrical appliances, ABC said color tv ads accounted 
for 13,112,000 lines in 149 cities checked, compared 
with 4,959,000 the previous year. 

In ten years, while there will be some black-and- 
white sets in use, new purchases will be virtually nil 
at that time. Even portable sets will be avilable in 
color within the next three to four years. 

By 1975, I feel that the demand for color television 
will be so great that, equating the population growth, 


SPONSOR/ 1 april 1963 

\V(..V I V should covei an area having 3,200,000 coloi 


I realize thai these figures m.i\ appeal to be "fai 
out," l)iu I iliink in the final analysis the) will 
be proved to be "conservative." 

Willi color, we have the "l<! stor) ol which (nines 
liisi. the "chicken 01 the egg." I do noi feel thai we, 

satui ation ol i oloi sets will exceed 90" , in the eai I- 
1970's, and generally in mosi areas, will l»<- abovi 
day's black-and-white circulation percentage because 
(iilui is .i vastl) superioi service and the latest ol oui 
n. ii ion's "status" symbols. 

I lie impact "i coloi will be so profound thai a nei 
"medium," in a sense, will be born <>i iliis engineei 

™ CLlajx. JeA 


.is ,i medium, can await the time Eor people to buy 
receivers. Instead, we must do everything we can 
through programing to cause them to want this 
fourth and all-important dimension in communica- 
tion's finest medium. 

The expanded offering ol color iv programs is the 
main factor in making it easier for retailers to sell 
coloi sets. NBC now transmits more than 7.V r ol 
all its nighttime programs in color. ABC initiated 
some shows in color this season. Two animated pro 
grams, The Ftintstones and The Jetsons, are regu- 
larly in color, as well as some Sunday Night Movies. 

CBS, on the othei hand, which broadcast 76 hours 
ol coloi iii 1956, has consistently reduced this until 
last \eai it showed no color. CBS, which has sched- 
uled onl\ three hours of color for 1963, including a 
"Tom ol Monaco'' with Princess Grace, has an- 
nounced the network would not expand coloi pro 
graming at this time because of "lack of advertiser in- 
terest," probabl) >.\\iv to the numbei of coloi sets in cir- 
culation compared to black-and-white. 

In their annual report to stockholders. Elmer W. 
Engstrom, president, and Brig. Gen. David Sarnorf, 
c hail man. noted that color sets and tubes were the 
largest piofn conn ibulors of any product sold In 
RCA in 1962. 

Now thai there are H> makes of color sets on the 
market including one Eor the 200 Sears, Roebuck 
Stores, the year 1963 can truly become the real begin- 
ning for color as a mass-produced, mass-accepted 
c ommodity. 

In WGN-TV's coverage area, we expect thai the 

ing triumph, largely due to the great faith in color by 
General Sarnoff, who has often explained: "What is a 
lose in black-and-white? What is the world without 
color, without the clouds and skies and the rainbow? 
Color definitel) is not a gadget. Color is a dimension 
b\ itself." 

\ie advertisers iealh color conscious? There is no 
doubi in my mind, for color motivates everything we 
do and, in our daih lives, color is everywhere. Nor- 
man E. (lash, president, Television Bureau of Adver- 
tising, has long contended that advertisers want color 
television ". . . because ii will add one more dimen- 
sion to the already multi-dimensional medium of tele- 

Sol Polk, president of Polk Bros., major Chicago 
chain and reputedly the world's largest retailer of 
coloi sets, has stated thai WGN-TV's colorcasts of the 
Cubs and White Sox baseball games, starting April 9, 
will kick of! his greatest selling of the year. He ex- 
pects thai coloi sei sales in his stoic this year will in- 

c lease 50' , OVd 1962. 

At WGN-TV, we believe in coloi and in 1963 we 

expect to telecast more than 2,000 hours in color. 1 
do hope that before long, we as broadcast leaders, 
can "harness" color television as a selling tool to 
potential sponsors and reap the harvesl of "new 

The da\ is not too far away when the absence of 
color on television programs will be more noticeable 
than its presence — and the pot of gold is at the foot 
ot the rainbow. ^ 

SPONSOR 1 april 1963 


Computers won't replace 
human judgment, 
Blair emphasizes 

Today, John Blair & Co. marks its 30th 
anniversary. Its founder, who as a young San 
Francisco advertising" salesman became con- 
vinced of radio's tremendous selling power — 
and formed his own firm — will also be marking 
another anniversary at the NAB convention in 

Chicago. This will be his 31st consecutive year 
in attendance. For his observations on the ra- 
dio and television industry and its future, 
sponsor last week asked this broadcasting pio- 
neer and leading station representative a series 
of questions. These, with his answers, follow: 

Q. Do you see any changes in 
broadcast advertising in the next 
few years? 

A. I think we've reached a degree 
of stability. However, I think color 
television will make quite a few 
changes. There's no doubt about 
that. It's going to be a slow process, 

Q. Have advertisers shown much 
interest in color television from a 
spot standpoint! 1 

A. Advertisers are doing a great 
deal of asking, and in the next two 
years, I think we will see a great 
many commercials in color. 

Q. Do you believe station reps 
are making a major contribution 
to broadcasting today and in what 

A. Well, of course, we are in the 
commercial end of the business. Our 
primary job is to secure dollars for 
our stations. In radio, (and many 
people are not aware of this), over 
50% of the dollar income of many 
of our stations comes through our 
company. In television, about 35 or 
40% of total dollars comes through 
our company. It has also been my 
feeling that if a station, either radio 

or television, is to do a top flight 
job and make a strong showing lo- 
cally from a programing standpoint, 
it must have the money. There 
are still quite a few radio and tv sta- 
tions that do not. They just do not 
have the wherewithal to do the 
things they would like to do. With 
the proper income, obviously, they 
can step up their local activities, in- 
itiate important service features, im- 
plement their news, and add the nec- 
essary personnel to do top flight edi- 
torializing — which is becoming more 
effective today. These are among the 
local factors that are so essential to 
a top-flight station. 

(?. Do you think the station rep- 
resentative can make a greater con- 
tribution to broadcasting, in new 

A. I think the representative is 
making a distinctly greater contribu- 
tion to broadcasting all the way 
along the line, in addition to pro- 
viding the necessary means. For ex- 
ample, ten years ago we had one 
man in research. Today, we have 
nine men in research. We had one 
girl to head up our sales develop- 
ment department. Today it's directed 
by several top flight men with ade- 

quate assistance. We've also gotten 
into marketing recently. In other 
words, the services we are providing 
for our stations have been stepped 
up tremendously. We will continue 
to emphasize more research and 
marketing tools for our salesmen so 
that broadcasting can be purchased 
by the agencies more easily and 
more effectively and will produce 
more results for the advertiser. 
That's what we're all after. 

We have moved into several other 
areas in the last six or seven years. 
We talk to stations about program- 
ming and promotion, as well as re- 
search and marketing and we have 
specialized people who undertake 
these projects. We were the first 
representative to add these services 
and I know that they have paid off 
for us and the stations. 

The representative today is no 
longer a nice young man with a rate 
card and a coverage map under his 
arm who goes around trying to get 
business. He is a professional. Our 
business is settling down. It's a real 
business today and it's highly com- 

Q. New mechanical elements are 
coming into the industry. Many 


SPONSOR/1 april 1963 

predictions have been made us to 
what tli<' computer will do and 
what it won't do. Do you think 
these new mechanical advances 'fill 
change the role oj the station rep 

A. We've had some experts in from 
IBM who have studied our business 
and they feel that the computer will 
not help us. This business changes 
rapidly — availabilities change on a 
daily basis. The basic information 
and marketing information that does 
not change rapidly can use com- 
puters and that is why I think agen- 
cies will be getting to it more and 
more. I've heard it said that the 
greatest trouble with the computer 
is that different agencies ask for 
such different types of information. 
I know they're finally getting together 
and correlating their thinking to the 
point where they're asking the same 
questions. We will be able to pro- 
vide answers to those questions, 
which will be put into the computers 
and which will tell them how to 
reach a certain type of audience, the 
best times to use a station, etc. 

Q. Will computers replace human 
beings iti your business? Or will 
they enable people to handle a 
growing work load more efficiently 
and rapidly? 

A. The computer will not eliminate 
anyone . . . time buyers or salesmen. 
Judgment is still going to be an im- 
portant factor because advertising is- 
far from a science; consequently, 
the human role will always be im- 
portant. The time buyer and the rep- 
resentative will have more informa- 
tion at their fingertips through the 
use of the computer. They will be 
able to use their judgment more ef- 
fectively rather than be replaced by 
a machine. 

Q. Do you believe television is 
pricing itself out of the field for 
many advertisers? 

A. Yes, it already has for a number 
of the very small advertisers. It did 
become a mass medium and it de- 
livers many, many homes. Rates 
have gone up to a point where I 
think it is pricing out the small re- 
tailers and distributors who are not 
in the same league as the large de- 
partment stores and manufacturers. 

SPONSOR 1 april 1963 

They just can't use the coverage and 
I think they are turning to other me- 

They are in a position to use local 
radio, however. 

(>. Dors this Inn the small ml, • I 

User from getting into tv? 

A. No. The local advertiser can 
utilize daytime television very effec- 
tively and at a price he can afford. 
Or he can always think of radio! 

Q. Would you like tO comment on 

the • ontribution indush , roups 
sin li iis SR / are making to the in 

A. In our particular business there 
are certain organizations that are 
very important as far as we are con- 
cerned. There's TvB which is doing 
a fine, constructive job under Pete 
Cash. RAB has stepped up its activ- 
ities and we're very pleased. Our 
dues are very well spent with RAB. 
Ed Bunker is going to do an increas- 
ingly fine job. Ed is a very capable 

SRA is primarily an organization 
of representatives and its purpose 
is to try to establish various trade 
practices and set up standards. They 
have been quite successful in de- 
veloping forms of a standardized na- 
ture with the thought of making both 
radio and television easier to buy. 
That is its primary function, through 
the various trade practice commit- 
tees — to make radio and television 
easier to buy; and we feel the sim- 
plification of forms and their stand- 
ardization are very important. 

(?. What is your thinking on 
group selling plans and do you 
think they will increase? 
A. A few group selling plans have 
died recently. There's good reason 
for it. The value of any group sell- 
ing plan is directly related to the 
stations that make up the plan, to- 
gether with having a sufficient num- 
ber of stations in the major markets. 
We've had a multi-million-dollar suc- 
cess with our group plan because 

we have the finest group of radio 
stations represented by any com- 
pany or network. 

With a strong group of radio sta- 
tions located in key markets in the 
country, our men can go to the top 
people of any national or regional 
advertiser and discuss marketing op- 
portunities with them and then put 

together a tailor-made radio plan 
using our group of stations as a 
base, and invariably developing ad- 
ditional money for other radio sta- 
tions as well. This kind of action is 
probably the most rewarding the 
salesman can experience and results 
from seeing a campaign develop 
right from the very beginning. 

We feel one of the greatest chal- 
lenges or opportunities facing the 
advertiser is making his national 
message a part of each local com- 
munity. Through our group selling 
technique we've been able to do 
this on a national basis. We have 
been able to show national adver- 
tisers and their agencies that they 
can once again cover the USA on 
an important group of radio stations 
with the simplicity of a national 
magazine or a network buy. Sales 
results of these advertisers have in- 
variably resulted in the renewal of 
the original schedule. 

Q. Do most advertisers like this? 
A. Those who have used it have 
renewed time after time. Almost 
every advertiser who has used the 
Blair Group Plan has renewed it. 
Our most recent renewal is Mennen 
for the fifth consecutive year. Dur- 
ing the first quarter of 1963, which 
is not yet complete, we have sold 
more group plans than during the 
entire year of 1962. Many of these 
were renewals, but many were also 
advertisers who had not generally 
used spot radio in the recent past. 
In the case of our list of stations, 
we do not always sell a group plan, 
but the group plan is a useful de- 
vice to tempt an advertiser who has 
not been a user into a test. In every 
case that we know of, the tests have 
been successful just as the major 
group plans have been. We know 
the group plan is coaxing additional 
dollars into the spot radio business. 
We feel that this is a very important 
way to expand business for ourselves 
and our stations. 

(K IIow do you feel about net- 
work option time. Do you think 
the system needs to be examined? 
A. Yes, it needs to be examined 
and is being examined. Fundamen- 
tally, unless a network has a call on 
a station's time, they do not have 
a network. How much time they 

should have is highly debatable. We 
are in competition with the networks 
and we would like to see them have< 
less time than they have. Networks, 
being in competition with the spot' 
field, would like to have more time, i 
I feel that a limit should be set for 
the amount of time a network can 
have on a station to, say, three hours 
at night. That would please the ma- 
jor stations able to sell on a na-i 
tional basis, but many of the smaller 
stations wouldn't like that too well 
because the networks provide pro- 
graming they would otherwise have 
to provide at great cost to them- 

O. Do you feel too much emphasis 
is being placed on the numbers in 
spot buying? 

A. It is certainly a fact of life that 
the agencies, to buy intelligently, 
must have yardsticks of certain 
types. We all know that the cost 
per thousand figures are not proper- 
ly used and we should get back to 
good sound judgment and interpre- 
tation of the ratings. We all know 
that certain programs with relative- 
ly low ratings do a fine sales job 
for certain types of accounts . . . 
even a better job than programs with 
double the ratings. So you simply 
can't buy on a cost per thousand 
basis. Again, it's interpretation and 
the i:se of good judgment. 

O. Ts there much rate cutting in 
your business? 

A. There are two things you must 
understand about the problems of 
selling radio and television. First is 
that broadcast station rates must 
be set realistically and bear a rea- 
sonable relationship to the audi- 
ence position of the station in its 
market. If the rates are set un- 
realistically, then the station be- 
comes difficult to sell. 

The second thing to understand is 
that the station itself sets the terms 
of its own rate structure and we ad- 
here strictly to the policies which a 
station in its sole judgment dic- 
tates. Obviously, we work very close- 
ly with the stations in setting up na- 
tional rates since we have to sell 
them. Once the rates are set, they 
should be maintained. We, as a 
company, have no control over the 
(Please turn to page 50) 


SPONSOR/ 1 ai>kil 1963 

New sound from RCA Victor 
gets fm stereo sendoff 

Listeners to the stereo-minded 
QXR Network las) nighi (31 
Man In be< ame an automatic pari 
ol R( '. \ Vi< ini's ad\ei tising 
dire< tot . William I. Alexander, 
calls "undoubtedly the biggest cam- 
paign in record industry history." 

What lm audiences heard in 
more than 10 cities (26 cities car- 
ried it as a multiplexed stereocast) 
was an houi long special, ihe third 
in a series oi RCA Victor Premiere 
Showcase pre-taped shows. 

The progiam Icatured .i pan ol 
RCA's audio experts, Messrs. Jack 
Pfeillei and fack Somer, inter- 
viewed 1>\ musi< critic Martin 
Knokspan .is well as recorded se- 
leetious— the Scherzo Erom Mah- 
ler's First In the Boston Symphony 
unclei Leinsdorf, etc. — from RCA 
Victor's l.iusi batch oi Id' releases. 
I he i ommen ial slant ol the pro- 
gram, both in the single minute 
.spin which is its "official" commer- 
cial and in the interview segments, 
was toward what RCA Victor calls 
"an evolutionary technical devel- 
opment in sound" — Dynagroove. 

What makes the periodic stereo 
fm specials particularly interesting 
is that they represent a break with 
the mostly-print advertising RCA 
Vic lm uses to promote its line of 
lon<_; play lecords. 

l.jsi year, the RCA all-media 
budget was about $9 million, cov- 
ering i\ sets, phonographs, wash- 
ing machines, RCA appliances, 
records and other items. Of this, 
about $2 million went to newspa- 
pers, and neaih SI million to mag- 
azines. Another .S2 million or so 
went to network tv, mostly for the 
promotion of RCA tv receivers. 
Far down the line, in spot radio, 
about S 140.000 of "factory monev" 
was spent h\ RCA, with about 
$20,000 going into national-level 

SPONSOR 1 april 1963 

Radio specials break 
with print tradition 

RCA Victor admen have added 
series of stereo radio specials, 
heard on QXR fm network, to 
print, tv and other media promo- 
tion for record firm's new "Dyna- 
groove" sound. At top: William I. 
Alexander, label's ad-promotion 
director, and Robert C. Mclntyre, 
Grey a/e, confer on show plans. 
Center: George Levine, Grey a/e; 
Roger Coleman of QXR; Dick Lay- 
ton, Grey copywriter; Paul Rubin- 
stein, Red Seal ad mgr.; Mclntyre 
in tape control room. Right: Martin 
Bookspan, RCA audio specialists 
John Pfeiffer and Jack Somer. 

promotion of RCA Victoi Records. 

Some RCA Victor record deal- 
civ i)u\ local-level radio shows on 
theii own. often aided by co-opera- 
tive advertising funds. The nun's 
dealers, in fact accounted for 
spendings oi over $600,000 in spot 
las) year. 

"Some dealers use a lot of radio. 
including Im stereo. Most do not. 
Those RC \ Victor dealers who do 
use l.tdio are mostly multi-line re- 
tailers who carry 'white goods' as 

is out lot .in even larger slice of 
the adult market which buys rec- 
ord albums. 

Record companies, including 
RCA Victoi, have a peculiar prob- 
lem in radio advertising: the prod- 
uct they sell is, at the same time, 
the basic program source of radio 
today. There is always the chance 
that stations will misconstrue busi- 
ness from any individual record 
firm, and will give the label's rec- 
ords an extra-heaw airplay. 

'Dynagroove' puts new zing in old masters 

Although RCA Victor's competitors claim that new "Dynagroove" 
system is simply a refinement of existing recording and pressing 
techniques, the end product provides a sound quality for both pops 
and classics which is highly merchandiseable in fm stereo. Above, 
Erich Leinsdorf conducts RCA Italiana Opera Orchestra for "Ma- 
dame Butterfly," one of first Dynagroove albums. Studio used is 
new facility in Rome which RCA calls "the largest studio in the 
world built especially for recording." Campaign includes net tv. 

well as records," explained the 
RCA Victor account executive at 
Grey Advertising, Robert C. Mc- 
I nt \ 1 e. 

Things will be different this 
year, with the RCA Victor nation- 
al-level stereo radio shows spear- 
heading the air effort. The record 
hi in is pushing hard on Dyna- 
groove — which is not so much a 
single recording technique as it is 
a collection of step-by-step im- 
provements in record-making — and 

Several major record labels (Lon- 
don, Columbia, Mercury, among 
others) have flirted around the 
outskirts of major radio campaigns, 
Inning spots in a few long-estab- 
lished "good music" shows whose 
program policies are above re- 

Nobody, outside of RCA Victor, 
is involved this season in a large- 
scale radio promotion effort, par- 
ticularly in the newest electronic 
ad medium — stereo fm radio. This, 

again, is odd because stereo fm re- 
lies heavily on new record albums 
as the basis of its programing. In 
its advertiser-packaged radio music 
specials built around RCA Victor- 
recorded music and a minimum of 
actual commercial time, RCA Vic- 
tor feels it has at least one good 

The RCA Victor Premiere Show- 
case .series is not the only air-media 
promotion which will be operating 
this season on behalf of Dyna- 

First of all, there is a current 
joint promotion with the Buick 
Motor Division of General Motors, 
in which a special LP record is 
being made available for SI. 00 at 
Buick dealers. The record is actu- 
ally a sort of "sampler" of the first 
10 Dynagroove releases. 

The Buick-RCA Victor promo- 
tion includes a weekend saturation 
radio campaign by the motor firm 
in 82 major markets over an eight- 
week period. Some 3,000 spot an- 
nouncements will be aired plug- 
ging the new Buick line and the 
Dynagroove album. Additionally, 
Buick is in the midst of a cycle of 
special minute commercials on 
NBCs Sing Along With Mitch, in 
which 15 to 20 second of each tv 
commercial stresses the album. 
Other Buick-RCA Victor schedules 
are set for consumer magazines, 
newspapers and co-op ads. 

RCA Victor has been devoting 
part of its commercial time on the 
Disney-produced The Wonderful 
World of Color on NBC TV to 
Dynagroove, according to Alex- 

Additionally, an open-end 50- 
second radio commercial has been 
prepared on Dynagroove which 
can be used in co-operative radio 
campaigns staged by dealers. 

"So many different ad media are 
used by RCA Victor that it's im- 
possible to tell what, exactly, has 
brought a customer into a store to 
ask for a specific album," says 
Grey's Mclntyre. "However, we're 
convinced that a pioneer use of fm 
stereo at a national level will do 
a lot to help us sell records to an 
audience which has the income 
and the leisure time to enjoy 
them." ^ 


SPONSOR/ 1 april 1963 


Media people: 
what they are doirtf 
and saying 

East is l.isi .Hid Wesi is Wesi ai J. Walter Thompson, 01 Divided 
We Stand: We suggest .ill reps note the latesi information, regarding 
die Liggett v Myers account at | W I (Nev York) Ml spot buys Eoi 
all Liggett & Myers brands are now being handled l>\ Gene Hobicorn 
l, 11 the westei n part oi the country, and l>\ Carrie Sena 1 ore Eoi eastern 
I s Madelane Blounl and Sara Wind are buying network only. 

Rumored along Madison Avenue: I he sponsor Open In hens that 
Mart) Ozer, buyer (Simoniz) at D F-S is switching to D'Arcy, and that 
D-F-S's Dick Newnham will take ovei Marty's chores. Vlso, Bob Fer- 
raro is now radio buyei Eoi Bayei \spirin at I) F-S. 

From out of the West \j.i out western correspondent conies .1 mes 
sage From Dancei Fitzgerald-Sample (San Francisco) buyei Ann Rule. 
Ann tells us that she's received a Hood of phone (.ills Erom icps and 
station people wanting to know about the La l'in.i Mom spot radio 
hu\s reported in the II March sponsor. (We should add here that 
La Pina was buying Spanish radio <>nl\ Eoi six weeks to round out 
their usual 52-week fisc ,il yeai radio schedules h>i General Mills.) We 
wrongly noted D-F-S media director Sever Toretti as the buyer, in 
Mead of \1111 Rule, but, s.i\s Ann. "The credit line didn't matter, it 
was all those phone calls Erom everywhere that broke my arm answer 
ing them and explaining the buy to all concerned, sponsor sure has 
a lot ol 'instant' 1 eadei s. . . ." 

Lady oil the sick list: We're glad to heai that Zee Guerra, buyer at 
Wexton (New York) is now over the mumps and feeling fit again. 

Living in a world of our own: Imagine, to the people down (lit 
block b;uk home, spring flights means the robins are back again. 

(Please tin n to j>age 46) 

BTS billboard: it walks, it talks 

Broadcast rime Sales a.e. Stan Feinblatt (1) \ Nits Geyer More) Ballard buyer 
Robert Kutsche to present lor his approval exclusive BTS promotion idea, 
colorful tape recordei covei sign, and i" pla) station presentation tape 


enter your 




$8 for 1 year 
$12 for 2 years 

555 Fifth Ave., New York 17 







No. 1 in 



Pulse Metro Area Sept. 1962 
Pulse Metro Area Sept. 1961 
Last Area Hooper Sept. 1960 



for Greater Kalamazoo 


SM 1962 Survey Effective 

Buying Income — 20% Above 

National Average 


5,000 Watts Days 
1,000 Watts Nights, 


Cal, MEEKER Men 


Continued from page 45 

The South is heard from: Patricia McKemie upped to senior time- 
buyer at Harris & Weinstein (Atlanta). 

It happened at McCann-Erickson: Dale Paine, an ex-Cunningham 
& Walsh gal estimater who moved to McCann-Erickson last year, has 
been elevated to broadcast buyer on the Nabisco account. Good news 
for hopeful estimators everywhere. 

In New York— changes, changes, changes: Bob Decker, senior broad- 
cast buyer on the Standard Brands account at Ted Bates, is leaving 
that firm to join Ellington as broadcast media director 8 April. 

Phil Stumbo, McCann-Erickson, switched from purchasing for vari- 
ous accounts to buying for the Nabisco account. 

Jack Fennell has left Esty for buying chores at SSC&B. 

Mike Keenan recently moved from Lennen & Newell where he was 
associate media director, to Fuller 8c Smith & Ross, where he holds 
the same title. 

Bob Carney, buyer (P&G's Tide and Crisco solid) 
jumps the fence to join Blair TV 1 April. 

it Compton, 

Just so you'll be in-the-know, our most traveled correspondent re- 
ports that media people in Boston get together at Nick's Steak House. 

Don't worry about that ringing in your ears: It's September wed- 
ding bells for Frank Malone, assistant buyer (Filbert's Margarine) at 
Young & Rubicam (New York). The bride-to-be? Virginia Diggins, 
with the media research department at Foote, Cone & Belding, New 
York, and formerly with WC&B in Chicago. 

On the ad scene: The first day of spring found us journeying up to 
57th Street in the midst of a snow flurry to reach the offices of Fletch- 
er Richards, Calkins 8c Holden. There we met vice president and 
media director, William C. Dekker, who challenged us to spell cor- 
rectly his home town, Saulte Ste. Marie, Mich. 
(We couldn't.) Bill Dekker assumed his pres- 
ent duties with FRC&cH last November, after 
two years with Lambert & Feasley, where he 
held the same title. Before that he was with 
McCann-Erickson for eighteen years, first as 
director of broadcast media, and for the latter 
half of his tenure as vice president, media di- 
^k jf rector. In observing thai recentl) the broad 

^k 'VMflL^^ castrating services have been undei fin From 

WL yM ^k many directions, Bill says he's always felt that 

WmR 1 mk rating services serve a definite directional 

William C. Dekker purpose in guiding broadcast buying, but that 

because of their different samples and meth- 
ods, he doesn't think these services should be regarded as absolutes, 
but as invaluable aids in program and spot assessment. Bill points 
on I that even a compass with a 10% deviation can most times bring 
a sailor home. Bill Dekker, a graduate of the University of New 
Hampshire, is married and the father of three children, and makes 
his home in Darien, Conn. 


SPONSOR/ 1 april 1963 


PEOPLE-TESTED . . . "personality" radio that's 
dynamite in the Albuquerque area. Person-to-person 
KQEO, red-hot with New Mexico listeners and ad- 
vertisers alike . . . because it's program-proved with 
people. KQEO promises "bang-up" results — people 
who listen, like it . . . people who buy it, love it! 












KQEO KLEO /<2^V ro berte 

SPONSOR 1 april 106.8 



Analysis, trends, 
evaluation in tv radio 



Topping my list at the moment 
is a new tv commercial for the 
Gaines people. It features four 
ducklings sharing a bowl of Gravy 
Train with an amiable Great 
Dane. 1 find ii the most refresh- 
ing concept of sell for this kind of 
product in a dog's age. The humor 
revolves around the enormous size 
of the Dane, and the four tiny 

and the photography need no as- 
sistance in putting across the mes- 
sage. It not only entertains, it 

Dining the winter watch, amidst 
the maelstrom of animated intes- 
tines, sniff tests, and the voices of 
germ warning, Maxwell House 
Coffee continued to attract the ear 
as well as the eye. Eric Siday was 
responsible for dreaming up the 
musical effect that comes forth 

ducklings who persist in telling 
each other that the dog isn't there 
at all; this, so that they can better 
stuff their bills with Gravy Train. 
Good sales copy is cleverly woven 
into the duckling dialogue, which 
winds up as follows: Duck 4 . . . 
Say, this stuff good for dogs? Duck 
1 . . . Sure, it's so rich in vitamins, 
minerals and proteins it's a com- 
plete balanced diet. The Gaines 
people know what dogs need and 
what dogs like. Duck 3 . . . That 
so? Duck 1 . . . Ask that dog. Duck 
3 . . . what dog? Duck 4 ... I 
don't see a dog. Duck 2 . . . Do you 
see a dog? And the announcer 
puts a pin in it with a chuckle, 
saving, "Gravy Train . . . makes 
its own gravy." There's no music 
in this one; the writing, the voices, 

from the percolating pot. It is 
good to note that it still 'percs' af- 
ter three years and will, I guess, 
continue its cheerful message for 
many a cupful to come. 

When something good arrives on 
the scene, its wear-test survives over 
a long period. You may remem- 
ber I mentioned that Pall Mall's 
tag, "Outstanding . . . and they are 
mild" had been used for 17 years. 
Both the advertiser and the agen- 
cy obviously had the courage of 
their conviction; and right now 
when so many of the boys are 
afraid they might not be earning 
their keep unless they produce 
something new all the time, it is a 
worthy and successful practice that 
should be emulated. It's the Pall 
Mall copy in the main, that ap- 

pears to have done the job for 
them . . . not, I think, the series of 
musical endeavors with which 
these words have been hurdened 
in the effort to arrive at a good 
singing commercial. The Pall 
Mall tag itself will undoubtedly 
continue its long-time job of trav- 
elling the sales further, despite 
the un-noteworthy overtures. 

While we're up, how about those 
"Look lor the Spear . . ." Wrigley 
commercials? In my book they 
couldn't be better. It takes a lot 
of courage to introduce a "tease" 
music campaign and then let it 
flower into singable and likeable 

Along with the vernal shot in 
the arm, let's have more of the 
same . . . better commercials, with 
a few winning characteristics and 
some new ideas. All it takes is 
imagination, selectivity, hard work 
and sell. 

Forgive and Forget 
Delta Airlines: "It's Delightful 
to Fly Delta." Perhaps, but not to 
listen to this 'gal with piano' rep- 
resentation of a responsible carrier. 

Holland House Coffee: "The 

Coffee That Sells Itself." Judging 
from the material given the singer 
and the 'tin can' accompaniment, 
it will have to do just that. 


Austen Croom-Johnson, creator 
with Alan Kent of "Pepsi-Cola 
Hits the Spot," is a widely known 
writer-consultant specializing in 
the field of musical advertising. 


SPONSOR/ 1 april 1963 

A special November election-night 
survey by Western Union proved again 
the power of KCBS. 1000 phone calls, 
at random in 6 counties, placed 
KCBS first by far, with a 15% share. 
Listeners in search of fact put the 
next three stations (independents) 
10% to 15% behind KCBS. 
The second-ranking network placed 5th 
in the survey. Surprising? 
Not when you consider the regular 
format of KCBS. Foreground 
programming - including thorough, 
professional news reporting, analysis 
and discussion - has made KCBS 
the air of authority in the 
San Francisco Bay Area. Affluent 
listeners give it their full attention. 
The result is better-than-ever action 
for advertisers. 
Get your share on 



SPONSOR 1 april 1963 49 

I ontinued from page 29) 

The problem al the network 
level is noi too dissimilar. A rela- 
i ivel) l( w vei \ large advei lisers 
nciw (iijo\ .1 unique advantage in- 
asmuch .is the) have .1 maximum 
discount position on one or all 
1 luce networks. What about the 
smallei advei 1 iser — and that is hu- 
morous in itself, inasmuch as we 
are talking about spending a mere 
million or two or three million 
dollars? He is asked to pay open 
rales 01 established rates or quoted 
rates. Frequently he pays half as 
much again as the maximum dis- 
count advertiser lor the same type 
of availabilities. What's more, the 
smaller advertiser frequently finds 
he has little chance to get the 
choice availabilities. 

My third point has to do with 
the basis of selling your product. 
More and more thoughtful adver- 
tisers today are saying that it is 
your responsibility to develop a 
system to insure that the advertiser 
gets iv hat lie pays for. You will 
not be surprised to learn that I 

Almost all other media guaran- 
tee circulation and their charges 
are based on what they deliver. 
They publish guaranteed rates and 
when necessary alter their rate 
cards. They don't all have the same 
rate base either. The advertiser 
willingly pays more for certain 
types of audiences and certain 
types of editorial environments. 
The pulp magazines never try to 
get the same page cost per thou- 
sand as do the slicks. Reader's 
Digest with its huge mass audience 
can properly be priced lower than 
The New Yorker or Vogue. 

The same principle would work 
for television, and the advertiser 
would know ahead of time what 
minimum he was going to get for 
his dollars. There is no question 
that the tools are available for 
getting good audience measure- 
ments. It will cost a little more 
money than is now being spent, 
but it would be well worthwhile. 

Here is an area where the NAB 
can and should exercise maximum 
leadership and statesmanship. 
Within your ranks there are bril- 
liant minds that can overcome all 
of the problems and within a year 
produce a workable counterpart to 

the \iiiln Bureau ol ( !ir< ulations. 
The cost will ultimately be passed 
on to the advertiser as a normal 
pan ol doing business. Both the 
large and small advertiser will 
benefit from a guaranteed circula- 
tion basis of sale. The first by 
minimizing multi - million dollar 
mistakes; the second by having a 
more nearly equal buying oppor- 

You, as telecasters, will do well 
too. In the first place, this will 
give you complete control of your 
broadcast patterns just as the pub- 
lisher of any magazine controls the 
editorial content of his magazine. 
I haven't heard anybody lately tell- 
ing Henry Luce that he has to run 
a comic strip — or advice to the 
lovelorn column — or anything else 
in Time or Life. 

There will be risks for you as 
telecasters, of course, but that is a 
major part of being in business in 
our system. With risks, you will be 
entitled to fair profits. This, too, 
is a major part of our system. 

Finally, I believe the public 
would benefit as well. Programing 
placed under the centralized con- 
trol of highly trained and responsi- 
ble executives should be better bal- 
anced and should achieve higher 
standards. The public will have 
more opportunities to see new 
products and improved products as 
you open up the airwaves to new 

Who wins? The economy — yours 
and mine and above all — that of 
our nation. And without that kind 
of growth, none of us will enjoy 
good health for long. ^ 

(Continued from page 42) 

establishment of a station's rates. 
We are the agent, or if you prefer, 
the employee of the station. 

As a company with a well estab- 
lished place in broadcast reoresen- 
tation, we would prefer to sell from 
a public and well established rate 
card. However, there are times when 
a policy determined by the station 
makes this impossible. What is true 
of us is true of any other representa- 
tive, in this area. 

Television is a great advertising 
medium and to sell it at rates which 
are not openly offered to every ad- 
vertiser, is a great depreciation of 
the medium. We would prefer not 

to do so, but frankly, we and others 
in our business are not free agents 
in this matter. 

Q. In network television we've 
seen the almost complete switch to 
participations, at least on two net- 
works. Is there a great deal of con- 
fusion between network and spot 

A. The spot business has been 
good. The networks are just trying 
to syphon off some of the spot busi- 
ness. If I were in the network busi- 
ness I wouldn't blame them for that. 
Also, there's the increase in net- 
work costs. There are a great many 
small and medium size advertisers 
that just can't afford to buy pro- 
grams anymore. The only way they 
can afford to buy television is to 
buy participations. 

Q. Do you think, as in foreign 
television, tv will go to all spot or 

A. The trend has been that way. 
Whether we'll continue or not or go 
back to more of the sponsorship for- 
mat is very difficult to say. My feel- 
ing is that it's just about reached its 
peak now. Things will go a little fur- 
ther in the participation business, 
but I think most of it has been done. 

Q. Do you think spot will move. 

ahead of the networks? 

A. I think there will be a tendency 

to go ahead. A station's revenue is 

greater from spot than it is from the 


Q. Do you see "clutter" as injur- 
ous to television or is it over-em- 

A. I'm inclined to think it is a little 
over emphasized. But I just don't 
know. It's hard to say. Every now 
and then I hear people say the com- 
mercial was more interesting than 
the program. I thought that was true 
when I was in England. I liked their 
commercials very well. Their ap- 
proach is more sophisticated. 

Q. Can we learn from the British? 
A. Of course, we can learn from 

Q. JVhat do you think is the great- 
est challenge facing the broadcaster 

A. There is no question that the 
major problem facing the broadcast- 
er primarily, and the advertiser sec- 
ondly, is government regulation, plus 
state legislation. In the State of 


SPONSOR/ 1 april 1963 


Minnesota, for example, there is a 
house bill which, if passed, will 
eliminate all cigarette advertising 
on radio and television. Cigarette 
companies are tremendous advertis- 
ers, so that bill could very easily af- 
fect broadcasters. 

Q. D<> you think tlmt the got 
men I really will succeed in causing 
change 01 do you think it poses 
only a possible threat. 

A. I think that the threat of govern- 
mental action is having effects even 
now in connection with programming 
on both radio and television stations. 

Q, It's not through legislation 

A. Well, it's through continued 

O. In your .".o years in broadcast 
fhg, what has been the greatest 
moment in your 1 areer? 

A. The greatest amount of satisfac- 
tion I've had is watching the growth 
and evolution of our company and 
by surrounding myself with fine peo- 
ple .. . many of whom have become 
my best friends. I think that is where 
the real permanent satisfaction 
comes from rather than from a sin- 
gle event. ^ 

William B. Lewis 
{Continued from page .'53) 

unprecedented prosperity if used 
with wisdom. 

His predi< tion has come true, but 
few people have bothered to give 
i\ the large share of the credit it 
deserves foi the prosperity the na- 
tion has achieved in post-war years. 

Who can say witli assurance whai 
standard ol living we might have 
enjoyed 01 failed to enjoy without 
l\ and its powei to sell and its 
powei to gel across new products? 

Now we have the warning, issued 

b) the Presideni here in Chicago 
last week, that unemployment ma) 
rise to 7 per cent even without a 
depi ession. 

Automation makes the unem- 
ployment problem more critical 
and the challenge greater. But, un- 
fortunately . the scope ol this prob- 
lem is beyond our conti ol. 

Not beyond our control, how- 
ever, is the ability and the prime 
responsibility ol broadcasting to in- 
crease the sales of advertisers and 
to so contribute mightily to the 
prosperity ol the nation and the 
employmeni ol its citizens. ^ 

SPONSOR 1 apri] 1963 

3f)itiK/ Hat 

But as usual, we are busy as bees selling 
our clients' products to 325,600 TV homes. 
With 10 years experience - we're the best 
selling bees in Virginia's number one market. 

Buzz your nearest Katz representative — he 
will tell you what busy bees we are! 





|^ National Representatives 



sponsor week Advertisers & Agencies 

L&M tests new 'triple-filter' Lark 

I iggei i & Myei s has gone the 
othei tobacco companies one better 
— coming up with a "triple-filter" 
king-size cigarette which it will un- 
veil the week ol 7 April in an ini- 
tial km campaign using heavy spot 
t\ in Columbus, O., and the tri-city 
marketing area of Albany-Troy- 
Schenectady. J. Walter Thompson 
is the agency. 

1 he spot drive will consist of 
approximately 10 per week for the 
length ol the campaign on each tv 

others; (2) it has charcoal granules 
while others have charcoal powder; 
(3) its charcoal is in a separate 
chamber while the others have 
charcoal dust worked into the 
paper throughout the filter. 

The Lark campaign has a male 
model displaying the back of the 
pack in a close-up, extolling the 
brand's merits. He added that radio 
is not being used at this time be- 
cause ol the campaign's "highly 
visual" techniques. L&M began 


L&M takes the wraps off new Lark filter 

With the outer "cork"-finish cover peeled open, a magnified view of Lark's new three-piece Keith 
Filter shows how two conventional cellulose acetate filters are teamed with an inner one of 
fortified charcoal granules to refine the smoke and remove more irritating gases from cigarettes 

station involved. In addition, news- 
paper ads will be used, as well as 
local inserts in magazines, includ- 
ing Life, plus Sunday supplements. 

Called Lark, the new cigarette 
features a Keith Filter, named after 
Dr. Charles H. Keith, one of its co- 
inventors. The filter is comprised of 
two cellulose acetate segments sur- 
rounding one of activated charcoal 
granules used to purify air. The 
granules are fortified to remove a 
greater quantity of irritating gasses 
from the tobacco smoke. 

\n L&M official said Lark dif- 
fers from other charcoal-filter 
cigarettes by: (1) the Keith filter is 
some three times the weight of 

shipping Lark to the test areas 1H 
March, and they are now being 
sold there. With a cork-finished tip, 
Lark comes in a soft pack and is 
priced in line with other filter 

Pepsi-Cola profits soar 
to record $15.4 million 

A hike in net profit of 7.3% put 
Pepsi-Cola profits over the $15 mil- 
ion mark for the first time in the 
company's history. This record was 
attained in spite of the plow-back 
of gross profits on promotion of 
Teem, the lemon-lime drink, and 
the investments for introduction of 

Pepsi-Cola in six new countries 

OVei seas. 

Net sales in 1962 climbed sharj 
ly to $191,630,223 over the 1961 
sales figure of $173,854,426, a 10.2% 
increases. Income equaled $2.36 a 
share on common stock compared 
with S2.21 a share at the end of 

Agencies 15% cheats 
advertisers: Gallagher 

Advertisers are dissatisfied with 
agency service, media costs, and re- 
sults, publisher Bernard P. Gallag- 
her reported last week to the New 
York Financial Advertisers. Noting 
the squeeze on profits and the fail- 
ure of advertising to grow, Gallag- 
her proposed a five-point solution 
to the problem. 

Top management control of ad- 
vertising, upgrading the advertis- 
ing director, measuring advertising 
effectiveness, revised advertiser and 
agency func tions, and a new method 
of agency compensation are needed, 
he said. The 15% agency commis- 
sion, Gallagher added, cheats the 
advertiser, tempting agencies to use 
mass media rather than selective 

General Mills to acquire 
all assets of Duffy-Mott 

General Mills has purchased the 
assets of Duffy-Mott Co. thru the 
exchange of .925 shares of Gen. 
Mills common for each outstand- 
ing share of Duffy-Mott common. 
The transaction is pending ap- 
proval of the Gen. Mills board and 
Duffy-Mott's stockholders and di- 

Orchard-Hays tops firm 

Systems Programming, Inc., a 
new computer-oriented firm, has 
been organized by William Or- 
chard-Hays, former C-E-I-R, Inc., 
vp for information processing and 
programing services, with C-E-I-R 
as part owner. 

With Orchard-Hays serving as 
president, and assisted by several 
former C-E-I-R employees, SPI will 
work closely with C-E-I-R, both as 
a sub-contractor and as a supplier 
of technical counsel and services. 


SPONSOR /I april 1963 

IRTS forms foundation 

I he Internal ional Radio and 
I ( ii \ ision Foundai ion has been 
loi null h\ tRTS to expand the ai 
lixiiics ol the industry organiza- 

William K. Mi I). unci. exe< utive 
vice presidenl "I N B( ! Radio and 
( in rem presidenl oi 1 R I S, is pi esi 
deni ol the foundation. 

New agencies: Nal Brandon, vel 
<i. m Nashville advertising man, 
Opened Brandon 8c Brandon with 

offices in Room 311, Securit) Fed- 
eral Office Building. His latesi as 

mh i.ilion W .is with Domic \d\ci I is 

iii» Agenc) where he a\ as vice presi 
dent . . . Larr) Pickard, former 

diic( to] i>i news and spec i.d |)ioj 
ects loi WBZ-TV, Boston, and 
inanaging editoi ol NBC TV's 
Today program, has formed Ins 

own public relations firm Pickard 
Associates— wi th offices at One State 
Sucet, Boston. 

Campaign: Zenith Sales will spend 
I] ,600,000 in its spi ing ad <li ive in 
focal and national newspapei and 
magazine schedules. Built around 
the theme of the company's t5th 
Anniversary year, the program 
spearheads the introduction of a 
special series of Zenith <oloi and 
bla< k-and-white tv products. 

New look for AFA: \ face liftinsr 

lot the loi>otvpe ol the Advertising 
Federation of America gives a mod 
ern look to all AFA communica 
lions. New design is a triangular- 
shaped symbol with AFA cast in 
modei n lettering. 


Fred Isserman, Jr., to vice pi esi 
dent and account supervisor on 
llelene Curtis at Edward H. Weiss. 
Sanford Alan Haver to creative di- 
rector and vice president of Mogul 
'Williams & Saylor, and a membei 
of the executive committee. 
Charles M. Amorv, directoi of tv 
and radio for the past four years, 
to vice president of Wesley Asso- 

Goldie Heller, creative ait director 
ol Wesley Associates, to vice presi- 

Elizabeth Pender, account execu- 
tive, promoted to vice president. 
Phil Dean Assoc s., New York tv 
and radio promotion firm. 
Dorothy E. Hazzard and William 

( '.. Hamilton to consume] cop) 
group, I; 8c Provandie. 

T. |a< k ( .sak\ t( » nucha dcpai I 

inciii managei ol Lillei Neal Battle 

8c Lindsey, Richmond. 

John R. Mahno to assistant ad\ci 

i ising managei ol E. I P>i u< e. 
Fred Maeding, foi met K I ime buy 
ci supervisoi Eoi the Kellogg ac- 
count a) Leo Burnett, to Alberto- 
Culve] as assistant i n i ei national ad- 
vertising manager. 
Charles D. Ewarl to vice president 
ol American Bakeries to fill new 

posi ol 1 1 1 . 1 1 k<i ing dii e< tor, from 

\ k c |)i esideni and a< < ouni sup- 1 

\ isdi ol \( ( dii. mi. Louis 8 Brorb 

Robert L. Lubbers to advertising 

managei ol th< Fargo dn ision ol 

Supei \ . 1 1 1 1 sioi cs 

John M. Gutheil to directoi ol 

west coasi marketing services foi 

Bui lington I ndusti ies. 

Gerard ( !ui tin to directoi ol advei 

I ising and sales piomol ion loi I n 

< \( lopaedia Britannica. 

Mar) E, Kuhlman to directoi ol 

(onsuiuer service, Dr. Pepper. 








(November, 1962 ARB — 

6:30 to 

10 p.m.) 












LINCOLN-LAND* "C" . . . 




. . . covering a bigger, 
better Lincoln -Land 

( me slip is one too many when you're 
looking for the top markets. Miss 
Nebraska's l>ig. rich T\ market called 
Lincoln-Land ami you'll miss more than 
half the buying power of the entire state. 

Lincoln-Land is now rated the 7 lili 
lar^i-st market in the I S. . based on the 
average number of homes per quarter 
hour delivered by all Btations in the 
market. The 206,000 homes delivered by 
Lincoln-Land's KOI. \ TV KGIN-TV are 
essential for any advertiser who wants to 
reach the nation's most important markets. 

\-k Vvery-Knodel for the full si<h\ .. n 
KOLN-TV KGIN-TV— the Official Basic 
CHS Outlet for most of Nebraska and 
Northern Kansas. 

• I /.'/.' ranking 

SPONSOR 1 aprii. 1963 



What's happening mi 

in U.S. Government 
that affects sponsors, 

i APRIL 1963 ' copyright 1963 :, aRencies, stations 

In the Washington ratings probe, as last week wore along, A. C. Nielsen Co. 
seemed to be getting into an ever-deeper hole before the House Commerce Investi- 
gations subcommittee. 

I here were some open accusations, but for the most part the trouble appeared to lie more 
in subcommittee impatience with statistics than with any allegations of specific shortcomings. 

There was. however, a long way to go. The subcommittee staff appeared confident that it 
would supply the instances of shortcomings. Already there had been charges of Nielsen '"fili- 
bustering" (a reference to repeated attempts to explain things statistically). There were also 
charges that Nielsen encourages users of its ratings to depend on them to fractions 
of a percentage point. 

Rep. John Moss (D., Cal.) said a Muskegon, Mich., tv station should appeal to FTC and 
Justice for restraint-of-trade prosecution of Nielsen because of refusal to redefine the Grand 
l!;i|>ids-Kalamazoo metro area to include Muskegon. 

It developed further that in 1952 Nielsen had attacked the method of Broadcast 
Measurement Bureau in computing station coverage. 

Then, in 1956, Nielsen had used a method similar to defunct BMB. Nielsen executive vice 
president Henry Rahmel tried to explain that clients wouldn't pay the extra cost for the better 

The subcommittee throughout refused to accept statistical documentation, and at 

length Nielsen witnesses had to abandon much of their prepared testimony. Moss said the sub- 
committee wanted "facts." 

Questioning sometimes ranged between national tv surveys and local radio, and 
became confusing. 

On local radio, staff prober Robert Richardson raised doubts about validity of the sample 
and Moss commented that "under other legislation I have worked on. this would be called false 

For some unknown reason, Rahmel permitted this line of questioning to continue for a 
long time before he pointed out that the practices in question had been stopped under 
the FTC consent decree. 

Richardson noted that network tv reports are broken down to cost-per-thousand for adver- 
tiser clients. He charged this is "making a very good science out of it." Rahmel denied Nielsen 
represents it as an "exact science." 


Sterling Drug and ad agencies Thompson-Koch and Dancer-Fitzgerald-Sample, 
successful in New York district court against a motion for a preliminary injunction 
by the FTC, have now denied FTC false-ad claims against them. 

The complaint involved broadcast and print ad campaigns based on the famous FTC- 
financed Baltimore test of pain relievers. 

Sterling claimed that the New York court in a decision which the FTC is appealing, had 
found none of the advertising false and misleading. The company and the ad agencies went on to 
accuse FTC. itself, of false advertsing in a press release which was "incorrect and misleading." 
The) added that the complaint misrepresents the contents of the advertising. 

Kenneth A. Cox at long last substituted his vote for that of retiring FCC Com- 
missioner T. A. M. Craven at last week's FCC meeting. 

He was sworn in last Tuesday, and Newton Minow special assistant James B. Sheridan took 
the vacated Cox position as chief of the FCC's broadcast bureau. 

SPONSOR/1 april 1963 








the TV station with 
a 3 billion dollar m 

Channel 3 coverage of WISCILLOWA 
(Wisconsin, Illinois and Iowa) 
delivers a real Money Market 

without which no television market 
list is complete. 

Talk it over with 

your PCW Colonel. 




On hand to greet you at our hospitality suite are the SPONSOR staff and a 
special photographer who will take your Polaroid photograph, in color. 

~» : 


©(re jNew § «tk ©fattes. 




JANUARY 16, 1963 




h «■*•■ 

























































































































Now... another 73 great 

are avail 
...great ones like these! 

Distributed Exclusively by 



see what's growing on KTVI 

St. Louis has been looking around and 
changing TV habits. January ARB Metro shares 
compared with November document that change 
toward KTVI. Mornings are up 57 percent; 
afternoons are up 20 percent; late evenings are 

up 13 percent.* Programs that earned their new 
share include GIRL TALK, DIVORCE COURT and 
STEVE ALLEN. Now is the key time to take a 
fresh look at St. Louis for your client's future 
plans; see what's growing on KTVI! 


9 00 AM-12 NN. M-F 
12:00 NN-600 PM. M-F 
10:00 PM-12 MD, MS 






Television, Inc. 


IIIIIII lllilllllllllllllllllllllll 


Why the broadcast industry should have a federated NAB— in re 

sponse to a pre-convention sponsor survey, broadcasters endorse 
a federated NAB, three-to-one, and favor their own for the top 
radio and tv posts 60 

Convention Agenda highlights of what's happening, when, and where at the 

NAB 64 

Directory of Hospitality Suites — a complete, up-to-press list of firms mair 
taming open house at the convention, with hotel and suite num- 
ber, executives attending 67 

Syndication Exhibitors -Where to Find Them — a guide to the exhibit loca- 
tions and products of all film/tape firms at the convention, in- 
cluding the members of "TFE '63." 77 

General Exhibitors— Where to Find Them — a tally of over 100 exhibitors of all 
kinds displaying products and/or services, with locations & con- 
tents on display 87 


SPONSOR 1 april 1963 


Broadcasters endorse federated NAB 

SPONSOR survey shows three-to-one margin in favor 
Ratings cited as prime project for NAB to tackle 
Broadcasters favored for top radio and tv posts 



meet oi 


The 1963 convention of broad- 
casters opens at a time of un- 
precedented prosperity for the in- 
dustry. Unfortunately, the prosper- 
ity does not even begin to spread 
to all. Many tv stations, including 
those in large markets, as well as 
some uhf outlets, will not enjoy 
the bounty, still measuring their 
progress in terms of cutting down 
losses. And in radio, though total 
industry profits may be impressive, 
there will be many a broadcaster 
involved in a life and death strug- 

Concurrent with the business 
problems many will face, will be 
the increasing pressures from gov- 
ernment and critics for which all 
will have to account. The FCC 
Omaha hearings, the always- 
mounting pressures from the self- 
appointed guardians of the pub- 
lic taste, the Harris hearings on 
ratings, the Celler investigation of 
newspaper ownership stations, are 
but a few of the harbingers of 
trouble which lie ahead. To be- 
lieve that such issues will ever 
diminish would be to flaunt the 
record of the past decade. Broad- 
casters in particular, and the ad- 
vertisers which support the indus- 
try, cannot expect escape. 

For broadcasters, however, there 
is an obligation to their customers, 
to best protect them against the in- 
cursions from without, in order 
that advertisers may sell their 
products in a healthy atmosphere. 

Despite prosperity, radio and 
television must not be lulled into 
a false sense of security. 

What better time is there for ac- 
tion, than now, for the broadcast 
ing industry to take arms against 
its troubles? The times, sponsor 

believes, call for a strong, unified 
front against all comers by as 
many facets of the industry as can 
be mustered together. 

Sponsor recently completed a 
survey of broadcasters on the subj- 
ect of a federated NAB. By a three- 
to-one margin, broadcasters reply- 
ing endorsed the idea. 

For many years, the subject of a 
federated NAB has been debated 
throughout the industry. As long 
ago as 6 June 1949, sponsor pub- 
lished an editorial entitled "Blue- 
print for a Federated NAB." Since 
that time, it has frequently pre- 
sented articles and editorials on 
the subject. 

Sponsor's version of a federated 
NAB embodies separate radio and 
tv divisions, each with its working 
president and board of directors. 
It would receive a portion of the 
total NAB budget. The two sepa- 
rate divisions would deal with 
radio and television projects re- 
spectively. These projects would be 
handled autonomously. 

An overall president of NAB 
would be in charge of the total 
XAB. Matters common to both tv 
and radio, such as Congressional 
activity and liaison, labor rela- 
tions, regulatory matters, conven- 
tions, and the like, would be 
supervised by the NAB president. 

The responses to sponsor's ques- 
tionnaire indicate a strong prefer- 
ence, by all who would like to see 
a federated NAB, for having many 
of the organizations now outside 
NAB under the wing of the top 

In answer to a sponsor question 
which projects broadcasters would 
like to see undertaken, responses 
varied, although it was obvious 







SPONSOR/ 1 april 1963 

h.ii man\ hit more things should 

)i- done. 

( )ne genei .il manage] < .died foi 
.1 iii in stand against government 
intervention in programing." 

Another urged building .1 bettei 
mage and .1 program for develop 
meni ol personnel. 

\ New England station execu 
tive s.iw the need for a "public 
relations and agenc) campaign t<> 
elevate radio's bad public ii\ ." 

From the fai west .1 broad* astei 
urged "inauguration ol an inde- 
pendent rating sen ice and .1 ( on 
centrated campaign 10 limit the 
intrusion ol government." Ratings 
.dso were cited b) .1 number of 
others replying. 

A I ex as exec ut iv e noted that 
"RAB shouldn't be necessary il 

\ A B Radio tunc t ioned .is it 

should. It was born ol NAB's fail- 
ure in radio." 

A few admitted the\ didn't 
know enough to express a valid 
opinion, but in the words of one: 
"Believe it merits consideration 
and should be given exhaustive 
stud) l>\ an industr) group." 

On the opposition side, one 
broach astei said he didn't like the 
idea at all. " The present way is the 
best. The public thinks of 'broad 
casters' as radio and tv. The FCC 
thinks the same. Agencies think 
the same. .And many broadcasters 
think the same." 

A Nevada station president felt 
the "split would be a backward 
Step and undo the work it took to 
combine them over the years." 

With union of the main splinter 
Organizations now existing into 
one federated NAB, there would 
develop, we believe, a strong or- 
ganization which could deal with 
problems ol the industry more ef- 
fe< t ively. 

In passing, it should be noted of the main organizations 
now outside NAB, there were 
strong feelings toward separate 
sales organizations lor radio and 
television, .is well as those who 
would like to see Tv B and RAB 
incorporated in to the federal 1011. 
Such sentiment, related to the tr.i- 

ditionall) separate functions of 

editoi ial and sales, might die tate 
KA B .n]i\ I v l) remaining autono 
moiis. Separate sales organizations 
however, are not necessaril) es 
seiiiial to the suggested unification. 
As to persons who might head 
the separate radio and telev ision 
divisions within the federated 

\ \l>. one fail Iv c le.11 c til pallet n 

emerged from the response to <>ui 
questionnaire, Broadcasters would 

like to sec- indiistiv men rathe) 
than Outsiders head the separate 
div isions. 

Such details, however, ate not 
lor a publication to suggest. I hose 

decisions rest with broadcasters 

who support NAli and othei Ol 
ganizat ions. Vet it is within our 
province to suggest thai broad- 
casters clo have an obligation to 
advertisers to put their best loot 
forward through a strong, unified 
organization which tan move 
ahead effectively to face the chal- 
lenges constantl) being thrust at 
them. ^ 

NAB President LeRoy Collins 

SPONSOR 1 April 1963 

M\V 1 \ I ION Nl-1 C I VI 



Long ago we discovered that air-borne coverage of Los Angeles traffic 
was too big a job for one man. We added a second helicopter, a second 
pilot. But the Los Angeles Metropolitan Area builds streets and freeways 
at the rate of 6 miles a week. So KMPC has added a third airplane. A 
fixed-wing craft that can scoot the 175-mile breadth of the Metro Area 
in the tick of a few minutes. It takes this kind of winged expansion t<| 
keep pace with an area where nearly 2 million motorists spend a daily 
average of 1 hour and 36 minutes behind their auto radios. Only KMPC 
does it. That's why, in Los Angeles, only KMPC matches the market 
by moving with it. 

KMPC Los Angeles 

Represented by AM Radio Sales Company 

Golden West Broadcasters 

KSFO San Francisco • KEX Portland • KVI Seattle-Tacoma 











O , 


REGISTRATION: Saturday, 30 March, 9 a.m.-5 p.m; Sunday II March, 8 a.m.-6 
p.m.; Monday, I \piil. 8 a.m. -6 p.m.; I uesday, 2 April, 9 a.m.- 
5 p.m.; Wednesday, 3 Vpril, 9 a.m. -5 p.m. Lower Lobby. 

EXHIBITS: Sunday 31 March, 12 noon-9 p.m.; [uesday, 2 Vpril 9 a.m.-7 
p.m.; Wednesday, 3 April ( .) a.m.-6 p.m. Easl and Wesl Exhibil 


Convention Highlights 

► General Assembly, Monday 1 April, 10:30 
a.m. -11:45 a.m., Grand Ballroom. Presentation 
o] \ III Distinguished Service Iward to Bob 

► Management Conference Luncheon, Monday 

1 April, 12:30-2 p.m., International Ballroom. 
Iddress: I eRoy Collins, president, NAB. 

► Management Conference Luncheon, Tuesday 

2 April, 12:30-2 p.m., Grand Ballroom. Ad- 
dress: Newton N. Minow, chairman, Federal 
Communications < ommission. 

► NAB Television Code Review Board meeting, 
Tuesday 2 April, Room 18. 

► Management Conference Luncheon, Wednes- 
day 3 April, 12:30-2 p.m., International Ball- 
room. Iddress: George Romney, Governor o) 
W -i higan. 

► General Assembly, Wednesday 3 April, 2:30- 
5 p.m., Grand Ballroom. Panel disci 

i rimunications Commission. 

► NAB Radio Board of Directors meeting, 
Wednesday 3 April, 5 p.m. Room [8. 

► NAB Television Board of Directors meeting, 
Wednesday 3 April, 5 p.m., Room 19. 


./// NAB convention and W"// offices are hunted on 
the third floor of the Conrad Hilton Hotel unless 
otherwise designated. 

Newsroom Astoria Room 

Banquet Exchange Desk Lower Lobby 

Membership Certificate Desk Lower Lobby 

Saturday, 30 March 

9:30 a.m. National Assn. of FM Broadcasters 

Business Session — Waldorf Room 

10 a.m. QXR Network 

Meeting and Luncheon— Rooms 18 and 19 

2 p.m. National Assn. of FM Broadcasters 

FM Session — Waldorf Room 

3 p.m. ABC TV Affiliates 

Meeting and Presentation — International Ballroom 

5:30 p.m. ABC 

Reception — International Ballroom 

7:30 p.m. ABC TV Affiliates 

Dinner — Grand Ballroom 

Sunday, 31 March 

8:30 a.m. Assn. of Maximum Service Telecasters 

Continental Breakfast — Bel Air Room 

9:30 a.m. Assn. of Maximum Service Telecasters 

Membership Meeting— Beverly Room 

9:30 a.m. National Assn. of FM Broadcasters 

FM Session — Waldorf Room 

10 a.m. Daytime Broadcasters Assn. 

Membership Meeting — Williford "C" Room 

10:30 a.m. Broadcast Music 

Board of Directors Meeting and Luncheon— Parlors 25 and 26 

11 a.m.-5 p.m. ABC Radio Network 

Affiliates Meeting — Williford "B" Room 

SPONSOR l april 1963 



12:30 p.m. ABC Radio Network 

Affiliates Luncheon — Williford "A" Room 

12:30 p.m. CBS TV Affiliates 

Board of Directors Luncheon— Board Room 12 

1 p.m. Assn. of Maximum Service Telecasting 

Board of Directors Meeting— Bel Air Room 

2:30 p.m. NAB Radio Code Review Board 

Board Meeting — Room 19 

2:30-5 p.m. Radio— NAB FM Day Program 

Report of the FM Radio Committee chairman, Ben Strouse, WWDC-FM. 
Washington, D. C. Panels: "Enhancing the Station Profile"; "Stereo — 
One Year Later"; "FM Forum." Continental Room 

3:30-5 p.m. Television 

Panel; "Secondary Market Television Session." Moderator.- Thomas C. 
Bostic. KIMA-TV, Yakima, Wash. Waldorf Room 

4 p.m. Assn. for Competitive Television 

Membership Meeting — Room 14 

4 p.m. Clear Channel Broadcasting Service 

Membership Meeting — Room 18 

4-6 p.m. Tour of WGN Mid-America Broadcast Center 

Buses leave 8th St. entrance of Conrad Hilton at 4 p.m. 

6 p.m. CBS TV Affiliates 

Reception and Banquet — Ambassador West Hotel 

6:30 p.m. NBC Radio and Television Affiliates 

Reception and Dinner — International Ballroom 

Monday, 1 Apr. I 

7:30 a.m. Assn. on Broadcasting Standards 

Membership Breakfast — Room 14 

8 a.m. TV Stations, Inc. 

Breakfast Meeting— Mayfair Room Sheraton Blackstone. Speaker: Syl- 
vester L. Weaver, Chairman of the board, McCann-Erickson, Interna- 

10:30 a.m. -12 noon General Assembly 

Grand Ballroom. Special message from the President of the United 
States. Presentation of NAB Distinguished Service Award to Bob Hope. 
Remarks: Mr. Hope. 

12:30 p.m.-2 p.m. Management Conference Luncheon 

International Ballroom. Introduction of the speaker: Clair R. McCol- 
lough. Steinman Stations, Lancaster, Pa., chairman, NAB Board of Direc- 
tors. Address: LeRoy Collins, president, NAB 

2:30 p.m.-5 p.m. Management Conference Assembly 

Grand Ballroom. Panel: "Broadcasting in a Free Society." Moderator: 
Erwin D. Canham, editor, "Christian Science Monitor." Presentations: 
Roscoe L. Barrow, dean, College of Law, University of Cincinnati; W. 
Theodore Pierson, Pierson, Ball & Dowd, Washington, D. C. Respon- 
dents: Charles H. King, dean, Detroit College of Law; Lawrence Laurent, 
radio-television editor, Washington "Post"; Donald H. McGannon, presi- 
dent, Westinghouse Broadcasting Co.; Philip M. Hauser, chairman, De- 
partment of Sociology, University of Chicago. 

Tuesday, 2 April 

10 a.m. -12 noon Radio Assembly 

Grand Ballroom. Report of the chairman of the Radio Board, Willard 
Schroeder, WOOD, Grand Rapids. Mich. "Radio Month Roundup." "The 
New RAB Presents a Blueprint for a Second Growth in Radio"— Edmund 
C. Bunker, president; Miles David, administrative vice president; Rob- 
ert H. Alter, vice president, national sales. "Radio: The Lively Corpse!" 
— Mitch Leigh, creative director, Music Makers, New York 

8:15 a.m. Television Assembly 

Continental Breakfast. Waldorf Room 

9 a.m.-12 noon Television Assembly 

Waldorf Room. "Computers — Friend or Foe?"— Norman E. Cash, presi- 
dent, Television Bureau of Advertising; Warren A. Bahr and Joseph F. 
St. Georges, Young & Rubicam. "The Station Image — Local Programing 
and Public Service" — Moderator: Mike Shapiro, WFAA-TV, Dallas, mem- 
ber, NAB Television Board of Directors. Panelists: John F. D i lie, Jr., 
Truth Publishing Co., Elkhart, Ind.; Harold Essex, WSJS-TV, Winston- 
Salem, N. C; A. Louis Read, WDSU-TV, New Orleans; W. C. Swartley, 
WBZ-TV, Boston. "Here's How" — TIO Presentation. Introduction: Clair 
R. McCollough, Steinman Stations, Lancaster, Pa. Presentation: Roy 
Danish, TIO. • 

12:30 p.m. -2 p.m. Management Conference Luncheon 

International Ballroom. Address: The Hon. Newton N. Minow, Chairman, 
Federal Communications Commission. 


There is no program for this period so delegates may visit exhibits and 
hospitality quarters 

2:30 p.m. NAB Television Code Review Board 

Board Meeting, Room 18 

2:30 p.m. All Industry Television Music Licensing 

Meeting — Room 14 

7:30 p.m. Broadcast Pioneers 

Banquet — Grand Ballroom 

Wednesday, 3 Apr I 

9 a.m. -10:15 a.m. Labor Clinic (Closed Session) 

Grand Ballroom. Moderator: James H. Hulbert. NAB. Participants: 
Abiah A. Church, Storer Broadcasting; Louis P. Gratz, Time, Inc.; 
Joseph 0. Schertler, Westinghouse Broadcasting; David L. Loughty, NAB. 

10:30 a.m. -12 noon Radio Assembly 

Grand Ballroom. "The Importance of Radio's Dollar Volume Figures." — 
A presentation of the Station Representatives Assn. directed by Ed- 
ward Codel, president, and featuring spokesmen from advertisers, 
agencies, and radio stations. NAB Radio Research: Melvin A. Gold- 
berg, vice president and director of research, NAB. "The Next Time 
Around" — Robert T. Mason, WMRN, Marion. 0., chairman of the All 
Industry Radio Music License Committee 

10:30 a.m. -12 noon Television Assembly 

Waldorf Room. Television Board Elections. Special Feature: Informal 
Discussion of Proposal to Adopt NAB Code Time Standards into FCC 
Rules. Participants: Hon. Robert E. Lee, member, FCC; William D. 
Pabst, KTVU, San Francisco-Oakland, Cal., chairman, Television Code 
Review Board, NAB Code Authority 

12:30-2 p.m. Management Conference Luncheon 

International Ballroom. Address: The Honorable George Romney, Gov- 
ernor of Michigan. 

2:30-5 p.m. The Annual NAB Business Session 

General Assembly. Grand Ballroom. Panel; Federal Communications 
Commission: Hon. Newton N. Minow, chairman; Hon. Rosel H. Hyde, 
Hon. Robert T. Bartley, Hon. Robert E. Lee, Hon. Frederick W. Ford, 
Hon. E. William Henry, Hon. Kenneth A. Cox, Moderator: Clair R. Mc- 

5 p.m. NAB Radio Board of Directors 
Meeting — Room 18 

5 p.m. NAB Television Board of Directors 
Meeting— Room 19 

7:30 p.m. Annual Convention Banquet 
International Ballroom 


10 ( ()\\ I N I I()\ MM CIAL 

SPONSOR 1 april 1963 



In the last twelve months, for example, Seven 50,000 WATT 
STATIONS joined the ABC Radio Network. 

WCKY, Cincinnati; KCTA, Corpus Christi; WHAS, Louis- 
ville; WHAM, Rochester; KRAK, Sacramento; KWKH, 
Shreveport; WWVA, Wheeling. 

Four of these stations joined us directly from other net- 
work affiliations. The other three dropped affiliations to be- 
come independent, then joined ABC Radio. Their reason? It 
made the best broadcasting and business sense. This state- 
ment by WHAS management is typical : 

"We have been impressed by the aggressive fashion in 
which ABC administers its network. This coincides with our 
strong convictions about Radio as an important medium to 
the people." 

In total, ABC achieved a net gain of 36 stations during 1962. 
Some of these stations represent new markets ; others repre- 

sent market improvements through better facilities. All I 
sent our establishment of a "balanced" network represe: 
both power and inside coverage. 

Our long-time affiliates haven't stood still either. For' 
three per cent of them effected power increases during 19' 
furthering their coverage and competitive effectiveness. 

That's why advertisers on the ABC Radio Network were able 
conclude a twenty-six or fifty-two week campaign with m< 
stations, and greater effectiveness than when they began. It^ 
be a fact 52 weeks from now that the same was true in '( 

Add it all up and you will find that now is the time to I 
evaluate network radio because: THE FACTS ABM 




Complete guide to location of Hospitality Suites 
of networks and other industry organizations 


iBC Radio 

CH 2306A-11A 

Robert R. Pauley, pres.; James Duffy, exec, 
v.p., nat'l. sales dir.; William Rafael, v. p. 
programing; Earl Mullin. v.p. station rela- 
tions; Tom O'Brien, nat'l. news editor; Jack 
Mann. v.p. Radio West; Frank Atkinson, mgr. 
station relations; William Cochran, mgr. sta- 
tion relations West; Robert Holmgren, dir. 
sis. & bus. admin.; Robert Chambers, mgr. 
station clearance; Edward Bishoff, dir. sis., 
central; William MacCallum. Midwest prog, 
dir.; Donald Schlosser, adv. coord., mgr. sis. 


CH 2306 

Leonard H. Goldenson, pres.; Thomas W. 
Moore, v.p.; Robert L. Coe, v.p. station re- 
lations; Daniel Melnick, v.p. nighttime pro- 
graming; Armand Grant, v.p. daytime pro- 
graming; James C. Hagerty, v.p. news, spe- 
cial events & public affairs; Edgar J. 
Scherick, v.p., tv network sales; Mortimer 
Weinbach. v.p., asst. gen. counsel, AB-PT; 
Donald Shaw, dir., tv stn. relations; Joseph 
Giaquinto. dir. tv stn. clearances; Chester 
Simmons, pres., Sports Programs. Inc. 

)BS Radio CH Cairo Suite, 1806-04 

Arthur Hull Hayes, pres.; James M. Seward, 
exec, v.p.; George Arkedis. v.p.. network sis.; 
W. Thomas Dawson, v.p. information svcs.; 
Fred Ruegg. v.p. station administration; Wil- 
liam A. Schudt, Jr.. v.p. affiliate relations; 
Davidson Vorhes. v.p. operations; Alvin 
Balkin. clearance coord, net sis. svc.; Arthur 
G. Peck, dir. net operations; Sidney Garfield, 
dir. press information; Gerald Maulsby. 
admin, mgr. affiliate relations; Richard F. 
Hess. asst. to v.p. station admin.; Alfred N. 
Greenberg. field mgr. affiliate relations; 
Eric H. Salline, nat'l. mgr. affiliate relations; 
Ogden Prestholdt. dir. engineering. 

CBS TV CH 2320-25 

Dr. Frank Stanton, pres.. CBS. Inc.; James 
Aubrey. Jr., pres.; Frank Shakespeare. Jr., 
v.p. & asst. to pres.. CBS TV 


\i'Rii 1963 

CBS TV Affiliate 

CH 2325-26 

Network: William B. Lodge, v.p. affiliate re- 
lations; Carl Ward, v.p., dir. affiliate rela- 
tions; Gordon Hayes, national mgr. affiliates: 
Jack Cowden, v.p., public information: 
Charles Steinburg. v.p.. press information. 
Stations: Merl Jones, pres., stations; Craig 
Lawrence, v.p.; Hal Hough, v.p.; Harvey 
Struthers. v.p.; Bruce Byrant, v.p. 
O&os: Clark George. WBBM-TV, Chicago-, Jack 
Schneider, WCAU-TV, Philadelphia; Norm 
Walt, WCBS-TV, New York; Gene Wilkey 
KMOX-TV, St. Louis; Robert D. Wood. KWXT- 
TV, Los Angeles. 

Keystone Bdcstg. Sys. CH 804-5-6 

Sidney J. Wolf, pres.; E. R. Peterson, sr. 
v.p. ; Miss Charlotte Tucker, dir., station re- 

Mutual Bdcstg. Sys. CH 1604-6A 

Robert F. Hurleigh. pres.; Joseph F. Keating, 
v.p. programing; Frank Miller, asst. to the 

NBC Radi 

S-B rresidentia 

Robert W. oamon, cnairman of the board: 
Robert Kintner, pres.; David C. Adams, sen- 
ior exec, v.p.: William McAndrew, exec. v.p. 
news; William K. McDaniel. exec. v.p. radio 
network; Tom Knode. v.p. station relations: 
Aaron Rubin, exec. v.p.. treasurer. 


Adv. Time Sales 

Essex Inn 301 

Thomas B. Campbell, pres.; John A. Thomp- 
son, v.p.; William N. Davidson, v.p.; Alan J. 
Bell. dir. promotion, research. 

AM Radio Sales S-B 2643-45 

Bill Losee. pres.; Jerry Glynn, v.p. 

Avery-Knodel S-B 1108-910 

J. W. Knodel, pres.-. J. S. Stewart, radio 

sales mgr., N. Y. ; Robert J. Kizer, tv sales 
mgr. N. Y.; Elizabeth Ann Barrett, a"sst. sec.; 
Arthur O'Connor, Detroit; William B. Mc- 
Kinstry, St. Louis. 

Mort Bassett Co. Essex Inn 

Mort Bassett, pres. 

Elisabeth Beckjorden S-B 

Elisabeth Beckjorden, pres. 

Charles Bernard, Inc., 

Country Music Net Pick-Congress 

Charles Bernard, pres. 

John Blair & Co. 

S-B 608 

John Blair, pres.; Arthur McCoy, pres., Blair 
Radio; Louis Faust, v.p., sales mgr., Blair 
Radio; David Lundy, pres., Blair TV; James 
Theiss. v.p., gen. mgr., Blair TV; Frank 
Martin, exec, v.p., Blair TV. 

Boiling Executive House 2011-12 

George Boiling, pres.; Dick Swift, pres., tv; 
Dick Koenig, v.p., radio; Ralph Kelley, Chi- 

Brdcst. Time Sis. Exec. House 3211 

Carl Schuele. pres.; Ronald Durham, Chicago 
district sales mgr.; Karen Turner, Milwaukee 

CBS Radio Spot Sales CH 1824 

Maurie Webster, v.p., gen. mgr.; Ronald M. 
Gilbert, N. Y. sales mgr. ; Charles Burge, 
Chicago office; Fred Ruegg, v.p. of station 
administration; plus, Chicago staff. 

Henry I. Christal CH 1306 

Henry Christal, pres.: Irvin Gross, v.p., gen. 
mgr.; Philbin Flanagan, sales mgr.; John 
Fouts. Detroit: Richard Charlton, Chicago. 

Devney Organization Exec. House 

Edward J. Devney. pres.; John Markey. Chi- 
cago mgr. 



Bob Dore Assoc. SB 

Bob Dore, pres.; Ed Sherinian, Chicago mgr. 

Robert E. Eastman Executive House 

Robert Eastman, pres.; Richard Arbuckle. 
exec, v.p.; Joe Cuff, v.p. in charge of sales; 
George Dubinetz, v.p., Chicago mgr. 

FM Group Sales CH 

Art Sakelson, pres.; Mike Gilroy, v.p., Chi- 
cago; James Morrow, treas., Chicago. 


Executive House 


Joseph Bloom, pres. 



CH 2400 

Helen Gill, pres.; John J. Perna, Jr., exec, 
v.p.; Dan Bowen, Detroit mgr.; Walter 
Beadell, Midwest mgr.; Marshall Black, sales 
exec, Midwest. 

Herbert E. Groskin 

Herbert Groskin, pres. 

Oxford House 


Righter & Parsons SB 808 

V. R. Righter, pres.; James 0. Parsons, v.p.; 
John Dickenson, v.p.; Arthur C. Elliot, v.p.; 
Maurice Rashbaum, v.p. 

George P. Hollingbery CH 1600 

George Hollingbery, pres.; Ed Spencer, vice 
chairman of the board; Harry Wise, pres. tv; 
Fred Hague, pres. radio; Warren Nelson, 
v.p. tv; Robert Pierce, sales mgr.; Phil Cor- 
per, v.p.; Richard Hunter, v.p.; Roy Edwards. 

Hal Holman Co. 

Hal Holman, pres. 

CH 2122A 

Bernard Howard CH 

Bernard Howard, pres.; Jack Davis, exec. 


H-R Reps. Executive House 3711 

H-R TV: Frank M. Headley, chmn.; Frank E. 
Pel legrin, pres.; Dwight Reed, exec, v.p.j 
Edward P. Shurick, v.p.; Jack White, v.p.; 
Grant Smith, v.p.; Avery Gibson, v.p. H-R 
Radio: James Alspaugh, exec, v.p.; Bill Mc- 
Rae, v.p. 

The Katz Agency Exec. House 3803 

Eugene Katz, pres.; Edward Codel, v.p., cli- 
ent relations. 

Jack Masla & Co. Park East 

Jack Masla, pres.; Allan S. Klamer, v.p. 

Daren F. McGavren, pres.; Ralph Guild, exec, 
v.p.; Edward Argow, New York sales mgr.; 
Robert Mahlman, Chicago sales mgr.; Ted 
Chambon, Chicago a.e. 

The Meeker Co. CH 1700 

Robert Meeker, pres.; Jack Hardingham, dir. 
sales devel.; Charles Standard, v.p., sales; 
Martin Mills, research-promotion dir.; Herb 
Hahn, radio sales mgr.; Robert Dudley, sta- 
tion relations dir.; Edgar Filion, v.p., West 
Coast (San Francisco); Don Palmer, Los An- 
geles mgr. 

Metro Radio Sis. Sheraton Towers 
& Wrigley Bldg. 

H. D. (Bud) Neuwirth, v.p., dir.; Robert Car- 
penter, New York sales mgr.; William Lauer, 
Detroit sales mgr.; LeRoy Rizor, St. Louis 
mgr.; Richard Schutte, San Francisco mgr.; 
Robert Jones, Los Angeles mgr.; Richard 
Kelliher, Chicago mgr. 

NBC Spot Sales Ambassador East 

Richard H. Close, v.p. in charge. 

Peters, Griffin, Woodward S-B 705 

H. Preston Peters, pres.; Lloyd Griffin, tv 
pres.; Jones Scovern, v.p.; Charles R. Kinney, 
tv v.p.; Arthur E. Muth, tv v.p.; William G. 
Walters, tv v.p.; Lon King, v.p.; Ray Stanfield, 
radio v.p.; Thomas Taylor, radio v.p.; William 
W. Bryan, v.p., Detroit mgr.; John G. Butler, 
radio mgr., Dallas; Paul Wischmeyer, tv a.e., 
St. Louis; Arthur Bagge, radio v.p., Chicago; 
William Tynan, tv v.p., Chicago. 

Edward Petry & Co. 

CH 1400 

Edward Petry, board chmn.; Martin Nierman, 
exec, v.p.; Ben H. Holmes, v.p.; Roger Le- 
Reau, v.p.; Bill Rohn, v.p.; Bill Larimer, Los 
Angeles mgr.; Joe Sierer, radio mgr., At- 

Roger O'Connor 

Essex Inn 

Prestige Representation Org. S-B 

Sam Brownstein, pres. 

Radio-Television Reps. CH 800 

Peggy Stone, pres.; Sol Frischling, dir. of 
research; Sy Thomas, v.p., Chicago. 

Paul H. Raymer Executive House 

Paul H. Raymer, pres.; Fred Brokaw, exec, 
v.p.; Stuart M. Kelly, v.p.; Powell Ensign, 
v.p.; Robert B. Rains, Detroit; John Rath, 
Chicago mgr. 

Robert Richer Reps. Palmer House 

Robert Richer, pres. 

Select Station Representatives S-B 

Albert B. Shepard, exec, v.p.; Irvin Linger, 

Spanish Intl. Net Sis. Palmer House 

Rene Anselmo, v.p. 

Spot Time Sales Executive House 

John Erickson, pres.; Carl Loucks, v.p.; How- 
ard Shulman, sales mgr. 

Storer Tv Sis. 

Exec. House 3812 

Peter Storer, pres.; Francis P. Barron, v.p.; 
gen. mgr.; John D. Kelly, eastern sis. mgr.; 
Julian Kantner, Midwest sis. mgr. ; Richard 
Helledy, Charles Lieber, Bud Mertens, Sam- 
uel Eadie, Midwest sales. 


Drake Hotel 

Larry H. Israel, pres.; Robert McGredy, v.p.; 
Ben Margolis 

TV Stations 

CH 2024A 

Herb Jacobs, pres.; Grace Jacobs, v.p.; Don 
Menchel, v.p.; Ron Krueger, sales. 


Torbet & McConnell 

CH 2100 

L. G. Venard, pres.; Alan Torbet, exec, v.p.; 
James J. McConnell, v.p., treas.; Steven R. 
Rintoul, v.p.; H. B. Meyers, v.p., Chicago. 

Adam Young 

CH 1100 

Adam Young, pres.; James F. O'Grady, Jr., 
exec, v.p.; Cliff Barborka, Jr., v.p., radio; 
John Stella, gen. mgr., Chicago; Richard 
Freeman, gen. mgr., Detroit; Roger Sheldon, 
gen. mgr., St. Louis. 

Weed, Weed TV Town House 

J. J. Weed, pres.; C. C. Weed, v.p. 

Grant Webb 


Grant Webb, pres.; Kenneth Schaefer, mgr., 
Chicago; Michael Farrish, a.e.; Gregg Ma- 
cafee, San Francisco. 

Visit the SPONSOR 

During the NAB Convention, 
SPONSOR'S hospitality suite 
will be located in the Conrad 
Hilton, suite 2506. 


SPONSOR/1 april 1963 

See for yourself! 

(Mon. - Sun.) 
9 A.M. TO 


Total Homes 

Total Adults 










(Mon. - Sun.) 
4-6:30 P.M 










Every station can show sparkling figures for 
individual program segments. But the truest 
gauge of popularity is Total Day statistics. 
The ARB figures at left show that WTMJ-TV 
is consistently first in the eves of Milwaukee. 

In addition, WTMJ-TV attracts more adult 
viewers . . . buying viewers. This is empha- 
sized by the ARB figures for the Monday 
through Sunday, 4 to 6:30 P.M., time segment 
. . . when the greatest number of both adults 
and children are available for viewing. 

Remember the station that consistently 
shines brightest in Milwaukee, for both view- 
ers and advertisers . . , WTMJ-TV 

Source: ARB Report. January. 1963. 




...105 TV SHOWS 













589 Fifth Avenue 
New York 17, N.Y. 




AFA Sheraton-Chicago 

Mark F. Cooper, pres. 

— T 
Int'l Radio & TV Society S-B 

Claude Barrere, executive director. 

Station Reps. Assn. Univ. Club 

Lawrence Webb, executive dir. 


Norman Cash, pres.; Jacob Evans, v.p., Mid- 
west operations. 



Edmund C. Bunker, pres.; Miles David, ad- 
ministrative v.p.; Robert H. Alter, v.p., nat'l. 
sales; Harry Averill, v.p. and dir., member 


Roy Danish, dir.; Lawrence Creshkoff, exec. 
dir.; Ben Wickham, mgr., station services; 
Carl Burkland, general mgr. 


Corinthian Broadcasting S-B 

C. Wrede Petersmeyer, pres.; Charles H. 
Tower, admin, v.p. 

Rust Craft Broadcasting CH 

Jack Berkman, pres.; John Laux, exec, v.p.; 
Fred Weber, v.p.; Lee Gaynor, nat'l. sales 


ARB, div. of C-E-l-R CH 900 

James W. Seiler, dir.; Jack L. Gross, dir. of 
sales, NAFA div. ; James Rupp, station sales 
dir., dir. of marketing; Ralph Crutchfield, 
station sales mgr. 

A. C. Nielsen 

CH 1000 

J. K. Churchill, v.p.; E. P. H. James, v.p.; 
J. H. Shoemaker, v.p.; George E. Blechta, 
v.p.; W. R. Wyatt, v.p.; J. R. Matthews, v.p. 

Pulse CH 2200 

George Sternberg, sales dir.; Allen Klein, 
West Coast dir.; Clay Forker, Midwest dir.; 
Kenneth Gross, sales mgr. 

Assoc. Program Service 

(div. Muzak) CH 1206 

Charles Cowley, Muzak pres.; John Esau, 
APS gen. mgr.; J. W. Roberts, exec. v.p. 
Muzak; Dave Bain, Muzak product mgr. 

BMI CH 505 

Carl Haverlin, pres.; Sidney M. Kaye, board 
chmn.; Robert J. Burton, v.p.; Richard Kirk. 
v.p. ; Justin Bradshaw, station relations dir.; 
Russell Sanjek, public relations dir. 

Capitol Records Essex Inn 

A. Bruce Rozet, mktg. v.p., Gencom divi- 
sion of Electro Megatyne Inc.; Max Ellison, 
western mktg. mgr.; Jerry Cudlipp, eastern 
region mgr. 

Exhibit booth 4E 
Conrad Hilton 

Exhibit: Two complete studios and control 
rooms, one completely automated. 

CH 1124 Commercial Producers CH 918A 

Lang-Worth CH 1324 

John D. Langlois, pres.; C. O. Langlois, Jr., 
v.p.; Robert O. Boehmer, general sales mgr.; 
Herbert Rossin, sales dir.; Robert Bechir, 
sales dir. 

Mark Century 

CH 1119A 

Mars Broadcasting 

CH 1518A 

Charles Michelson 

Palmer House 

Peter Frank Org. CH 2000 

Peter Frank, pres.; Morton J. Wagner, exec, 
v.p., and mng. dir.; Herbert N. Euseman, 
asst. mng. dir., sis. PFO Radio'Tv Produc- 
tions: Rod Kinder, Tom Merriman creators/ 
producers. Richard H. Ullman, Inc.: Gene 
Daniels, Bernie Edelman, Joey Levine, Rob- 
ert Hanna, Fred Winton, regional sis. mgrs. 

Pams Productions 

CH 1033A 

RCA Recorded Prog. Svce. CH 500 

Al Sambrook, mgr.; Don Axt, assistant mgr. 


CH 906A 

Alice Heinecke, v.p.; W. F. Myers, station 
relations dir. 

Exhibit space E 
Conrad Hilton 

MUSIC/BROADCAST SERVICES Richard H. Ullman, Inc. CH 2000 


Lou Weber, mgr., radio/tv div.; Milton Grey. 

World Broadcasting 
System, Inc. 

CH 1300 

SP0NS0R/1 april 1963 

TV viewers see it on a tube- 
where today's best-selling pictures come 
from Scotch 1 brand Video Tape 

On a movie screen your commercial may rate Oscars; 
but on the I'amih tv it can lay there like cold popcorn. 
Trouble is, home audiences don't view it theatre-style. 
It reaches them (if at all) on a tv tube. And the optical- 
electronic translation loses sharpness, presence, tone 
scale gradations, and picture size. 

On the other hand: put your commercial on "Scotch" 
brand Video Tape, view it on a tv monitor, and see 
what the customer sees — an original, crystal-clear pic- 
ture with the authentic "it's happening now" look of 

tape. No second-hand images, no translation, no pic- 
ture cropping. \ idco tape is completely compatible 
with your target: America's tv set in the living room. 

Proof of the picture's in the viewing! Take one of 
your filmed commercials to a tv station or tape pro- 
duction house and view it on a tv monitor, side-by-side 
with a video tape. You'll sec at once why today's best- 
selling pictures come from "Scotch" Video Tape. 

Other advantages with "Sum n" Video Tape: push- 
button speed in creating unlimited special effects, im- 
mediate playback, and no processing wait for either 
black-and-white or color. For a free brochure "Tech- 
niques of Editing Video Tape", write 3M Magnetic 
Products Division. Dept. MCK-43, St. Paul 19. Minn 

See us at the SAB Show Booth 19W 


magnetic Products Division JlM 3 



...105 TV SHOWS 













589 Fifth Avenue 
New York 17, N.Y. 



SB Sheraton Room 

Moseley Assoc, Inc. CH 1234A 

Louis J. Kramp, asst. general mgr.; Oliver 
Gramling, Tom Coleman, Burl Ely, Fred 
Strozier, admin, assistants; Douglas Love- 
lace, Louisville, special membership exec. 

Fred A. Niles 
Communications Centers 


CBS Newsfilm 

John Cooper, mgr. 

Water Tower Inn 



Michael J. Minahan, v. p. and gen. mgr.; 
Michael P. Mallardi, business mgr.; Richard 
Duglin, sales rep. 


CH 600 

LeRoy Keller, v. p. and general sales mgr.; 
R. T. Eskew, exec, sales mgr.; Thomas E. 
Cunningham, general sales exec.; Dale M. 
Johns, central div. mgr.; Richard A. Litfin, 
Pacific div. mgr.; Dean C. Miller, national 
broadcast news mgr. 

Softness Group Executive House 

Standard Rate & Data 

Service, Inc. CH 1706A 

TAC CH 700 

Telescreen Advertising, Inc. CH 1319 

Alto Fonic Tape Service CH 1835A 
Ampex Corporation CH 505A 

Automatic Tape Control 


Collins Radio 

OTHER Electronics Mfg. 

CH 2539A Dresser-ldeco 

CH 1724 
CH 1835A 
CH 2224A 

CH 2539 
CH 1618 

Better Brdcst. Bur. Racquet Club 

Clifford J. Barborka, Jr., pres. 

Bonded TV Film Service CH 1218 

Broadcast Service Co. Pick-Congress 

Buena Vista Distribution, 
subsidiary of Walt Disney CH 1224 

Broadcast Clearing 

House Pick-Congress 

Lee P. Mehlig, pres.; Jock Fluornoy, admin, 


CH 1500 

Tom Wright, Jr., v. p., media; Harold G. Till- 
son mgr. media. 

Community Club 

Awards Pick-Congress 

John C. Gilmore, pres. 

International Good Music CH 835A 

Georgia Assn. Brdcstrs. CH 1134A 

Robert Kerr Org. CH 1235A 

Kline Iron and Steel CH 2339A 

MCA-TV CH 2300 



Electra Magadyne Essex Motor Inn 

Gates Radio CH 1924 

General Electric CH 605 

General Electronics Labs. CH 19001 

Gotham Audio CH 2422A 

ITA Electronics CH 2339 

Johnson Electronics CH 1734A 

MaCarTa CH 935A 


Industries Essex Motor Inn 

Pepper Sound Studios CH 1335A 

RCA CH 605A 

Stainless CH 150 

Surrounding Sound CH 8 

Sarkes Tarzian CH 1319; 

Utility Tower CH 2419A 

Visual Electronics CH 1200 

Vitro Electronics CH 102 

SPONSOR/1 april 1963 






i BASSY Pl( 








i BASSY Pl( 




■ BASSY Pl( 






, BASSY Pl( 







stands for Every 
thing that is Exciting & 
Extraordinary about the 
Entry into television o1 




|OSEPH E. LEVINE, who made the name of EMBASSY syn- 
•nymous with Showmanship, is bringing 33 powerfully pre-sold 
lew features to television for the first time. From the flam- 
>oyance that made "Hercules" a household word, to the finesse 
hat culminated in an Academy Award for Sophia Loren in 
Two Women'' EMBASSY guarantees pre-established acceptance, 
da its own special brand of showmanship, for each of the 
53 features now available for television. Agencies and advertis- 
rs are aware of the impact of dynamic merchandising that re- 
ults in each EMBASSY attraction being pre-sold to audiences 
ill over the nation. 

Added to this are the power of star names, story values and 
Academy Awards that make EMBASSY- the most Exciting name 
in Entertainment— the most Exciting new Entry into television. 



APHRODITE (color) 86 minutes. . 

* ATTILA(color) 83 minutes. . 

THE BEAR (color) 86 minutes. . 

BIMBO THE GREAT (color) 96 minutes. . 

LANDRU (color) 118 minutes. . 

CONSTANTINE AND THE CROSS (color) 114 minutes. . 

CRIME DOES NOT PAY 159 minutes. . 

DEVIL'S WANTON 77 minutes. . 


(Nominated For 3 Academy Awards) 

FABIOLA 100 minutes. . 


FACE IN THE RAIN 90 minutes. . 

FURY AT SMUGGLERS BAY (color) 96 minutes. . 


*HERCULES (color) 107 minutes. . 

HERCULES UNCHAINED (color) 101 minutes. . 

JACK THE RIPPER 89 minutes. . 

THE LOVE MAKERS 103 minutes. . 

LOVE AT TWENTY 110 minutes. . 

MADAME (color) 104 minutes . . 

MORGAN THE PIRATE (color) 93 minutes. . 

NIGHT IS MY FUTURE 87 minutes. . 

O. K. NERO 90 minutes. . 

PASSIONATE THIEF 100 minutes. . 


THE SKY ABOVE— THE MUD BELOW (color) 90 minutes 

STRANGERS IN THE CITY 83 minutes. . 

THIEF OF BAGHDAD (color) 89 minutes. . 

TWO WOMEN (Academy Award Best Actress) 99 minutes. . 

WALK INTO HELL (color) 93 minutes . . 


WHERE THE HOT WIND BLOWS 114 minutes. . 

WONDERS OF ALADDIN (color) 93 minutes. . 


Isabel Corey, Antonio de Teffe 
Anthony Quinn, Sophia Loren 
Renato Rascel, Francis Blanche 
Claus Holm, Germaine Damar, Elmar Karlow 
Michele Morgan, Danielle Darrieux, 
Hildegarde Neff , Charles Denner 
. Cornel Wilde, Christine Kaufmann, Belinda L 

Richard Todd, Danielle Darrieux, 
Michele Morgan, Pierre Brasseur 
Birger Malmsten, Doris Svedlund 
Marcello Mastroianni, Daniele Rocca 

Michele Morgan 
Lou Tock, Ernie Navara 
Rory Calhoun, Marina Berti 
Peter Cushing, John Fraser, 
100 Stars of Yesteryear! 
Steve Reeves, Sylva Koscina 
Steve Reeves 

Lee Patterson, Eddie Byrne 
Jean-Paul Belmondo, Claudia Cardinale 
. Jean Pierre Leaud, 
Marie Pisier, Barbara Lass 
. Sophia Loren, Robert Hossein 
. Steve Reeves, Valerie Lagrange 
. Mai Zetterling, Birger Malmsten 
. Walter Chiari, Silvana Pampanini 
. Anna Magnani, Ben Gazzara, Toto 
, Ziva Rodann, Fred Clarke 

Kenny Delmar, Robert Gentile 
Steve Reeves 
Sophia Loren, Jean-Paul Belmondo, Raf Vail 
Chips Rafferty, Francoise Christophe 
Donald Pleasence, Shirley Eaton, Dennis Pric 
Melina Mercouri, Marcello Mastroianni, 
Gina Lollobrigida, Yves Montand 
Donald O'Connor, Vittorio DeSica 

♦HERCULES and ATTILA made their television premieres on New York's independent WOR-TV; the first 
titles shown, out of the thirty-three purchased. 

In January, "Hercules" had the highest rating in history for any single movie ever presented on this station, ov 
whelming all competition with 46.1% of the viewing audience, according to Nielsen Station Index. The 35.1 
average quarter hour rating exceeded that of the three networks combined! 

ATTILA, which followed in February, was ranked No. 1 in its time period (7 :30-9 :00 PM) , again outrating any 
of the three networks, achieving a 24.7 average quarter hour rating according to the Nielsen Station Index. It 
had 32 % share of the audience. 

IN CHICAGO, premiering on WNBQ Saturday, March 9, "Hercules" topped the three competing stations — with 
a 22 ARB and a record breaking 46% share of the viewing audience in the late evening time. 

Write or phone for our illustrated brochure, containing full information on every title listed above 

Television Department, Embassy Pictures Corp., Time & Life Bldg., Rockefeller Center, N.Y. 20, N.Y. JU 2-2100 


ill 63 iih mbers are i xhibiting al Pi< It-Coi 
(above). Other syndicators in il Conrad Hilton 

or the fust time, IS of the lead- 
ing tv film distributors will 
ige theii centralized display un- 
er the banner "Television Film 

xhibit- -19fi:!" .ti ihe Pick-Con- 
;ress Hotel, one block from NAB's 
onvention headquarters at the 
Conrad Hilton. In addition, the 
letworks' syndication arms and oth- 
rs will be offering their own dis- 
la\s .11 the \ \1> convention itself. 
In recent years, displays of s\n- 
icators at the NAB conventions 
ave been widely scattered, a dc 
elopmenl causing chagrin among 
broadcasters. Suggestions by NAB 
that film distributors should ex- 
hibit at regional conferences 
brought little applause, and no 
support. Furthermore, several syn- 
dicators and feature-film houses 
held Associate Member status in 
NAB (at costs of over $1,200 an- 
nually), but felt they got little 
from it. 

When a t\ ion executive goes 
to the annual NAB meeting, he is 
interested in discussing the state of 
his business. The basic commodity 
of this business is, of course, pro- 
grams. And one of the three basic 
sources of this commodity (with 
the networks and the stations them 
selves) is syndh ation. 

That distributors of syndicated 
programs and features should seek 
a major role at the broadcasters' 
convention is therefore understand- 

The idea for a centralized dis- 
play was conceived in some anger 
at last year's convention. Through- 
out last summer, spade work on 

the ulca continued. Othei distrib- 
utors were polled and arrange- 
ments were made for an exhibit 
area on the third floor of the new 
Pi( k Congress Hotel. 

In September, the co-chairmen 
of an ad hoc executive committee 
met in Washington to disclose the 
group's plans to Governor Collins 
and NAB. And the next week, 
Television Film Exhibit — 1963 was 

It's been a long road from the 
conception of the TFE idea to its 
fulfillment this week in Chicago. 
Through the infinity of details and 
arrangements tended-to by a vari- 
ety of distributor executives — 
strictly on an extra-curricular basis 
— there seems to have been nary a 
hitch in the development of the 

TFE — '63 indeed seems to be one 
practical solution to the misunder- 
standing between NAB and the 
syndicators that started back in 

Why, then, did it take eight 
years for it to happen? 

Well, perhaps it's just one of 
those things. Perhaps nobody 
thought of it before. But. on sec- 
ond thought, syndication is a very 
different business today from what 
it was in 1955. 

A glance clown the list of I II 
companies offers one easy clue to 
this ( hange. More than 75' , ol 
those names would not have been 
found among the 1955 exhibitors: 
they weren't in the syndication 
business then. Some of these, of 
course, are explained by name 

changes oi mergers. Still, more 
than 50' , oi these companies were 
not operating in syndication eight 
years ago. Most of those that were 
are now undei new management. 

There are fewer companies and 
also fewer persons in the syndic. i 
tion business today. In 1955 tin- 
trend was still toward the massive 
sales force, with a 40-man crew 
considered desirable and a 75-man 
force (like- that ol Ziv TV) con- 
sidered a reasonable objective. To- 
day, a six-man sales force is per- 
fectly respectable. 

Of course, main of the same ex 
ecutives are in the business today, 
though with different companies. 
But the whole style of the business 
has changed, and the survivors are 
perhaps those who best proved 
able to change with the times. 

In 1955 the dominant mode of 
syndication was the half-hour ad- 
venture series. Today that kind ol 
program is exceptional. 

Also, in 1955, feature films were 
still being called "old movi 
Since then we've seen the entry of 
majoi -si udio lib] ai ies, and post-' 18s. 

Also, since 1955 we've seen the 
emergence of the local afternoon 
kid sti ips. 

(lose to 100% of all syndicated 
film sales ,nc now made directly to 
stations. \ml this more direct de 
facto relationship between the sta- 
tions and distributors — combined 
with a greater stability in an in- 
dusu\ that ma) have finally out- 
grown its growing pains — these fac- 
tors are perhaps what make a TFE 
possible today ^ 

For list of exhibitors please turn page 


/ / 

...105 TV SHOWS 



ARMSTRONG Circle Theatre CBS 










589 Fifth Avenue 
New York 17, N. Y. 


Suite: CH 2305-A 
EXECUTIVES: Henry G. Plitt, pres.; 
Harold J. Klein, St., v.p.; world-wide 
sis.; John F. Tobin, v.p., domestic syn- 
dication; Irving Paley, dir., advtg. &: 
promo.; Philip Conway, east, mgr.; 
Michael G. Gould, cent, mgr.; William 
Seiler, south, mgr.; Howard M. Lloyd, 
west. mgr. 

PROPERTIES: The New Breed, 36 
one hour programs, off network; Girl 
Talk, series of five-per-week half-hour 
discussion programs starring Virginia 
Graham and guests, sold in 13-week 
packages; and 20-plus other series cur- 
rently in circulation. 


Shelby Room, Pick-Congress 
EXECUTIVES: Robert B. Morin, v.p., 
general sales mgr.; C. P. Jaeger, nat'l 
program mgr.; Barry Lawrence, dir., 
prom., adv., pub.; James C. Stern, 
central sales mgr.; Roy George, S.W. 
sales mgr.; Sidney Cohen, west. div. 
sales mgr.; Elliot A. Benner, a.e., cen- 
tral div. 

PROPERTIES: Calvacade of the '60s— 
Group I, 40 post-'48 features; Calva- 
cade of the '60s — Group II, 32 post-'50 
dramatic comedy, mystery and adven- 
ture films; *Science Fiction, 22 post '48 
suspense features; *Science Fiction, 
Exploitables; Bowery Boys, 48 episodes 
of rollicking fun; Bomba, the Jungle 
Boy, 13 adventure stories of the jungle 


EXECUTIVES: Alan Waple, dir. of 


EXECUTIVES: Sam Cooke Digges, 
admin, v.p.; James Victory, v.p., 
domest. sales; Ralph Baruch, v.p., int'l 
sales; Fred Mahlstedt, mng. dir., 
domest. and int'l oper.: numerous 
sales personnel. 

PROPERTIES: \Have Gun, Will 
Travel, 52 half-hours, off network; 
\Deputy Dawg (3rd series), cartoons; 
\Jimmy Wakely, 52 half-hours, color; 
grams; Phil Silvers, off network; 
\Kukla and Ollie, 195 5-min. programs; 
Honeymooners, off network; CBS 
Newsfilm; Call "Mr. D," off network; 
Wanted: Dead or Alive, off network; 
San Francisco Beat, off network; 


Suite 311, Pick-Congress 
EXECUTIVES: Richard Dinsmore, v.p., 
gen mgr.; Peter Gary, western sales 
mgr.; Ivan Genit, S.W. sales mgr.; 
Tom Seehof, eastern sales mgr.; Jack 
Stuart, S.E. sales mgr.; Chuck Whip- 
ple, midwestern sales mgr.; Jerry 
Franken, press-promotion. 

PROPERTIES: 1 Fractured Flickers, 26 
programs, classic silent films, with new 
sound tracks and new plots; Desilu 
Playhouse, 39 hour drama specials; 
Guestward Ho, 38 off-network half- 
hours; The Texan, 78 half-hours, star- 
ring Rory Calhoun; Harrigan ir Son, 
with Pat O'Brien as a hard-hitting 
lawyer; junior All-Stars — Children, 
pitcher Don Drysdale and baseball 
greats meet the kids; Journey of a 
Lifetime, 39 color half-hours, journey- 
ing through the Holy Land; Desilu's 
Little People, wizardry in puppetry; 
Jazz Scene, U.S.A., Steve Allen hosts; 
Rod Rocket, 130 3i/ 2 -minute cartoons 
widt authentic space background; 
Window on the World, documentaries 
that blend public service and enter- 
tainment; Doctors at Work, tv close- 
ups of medical met at work; Travel 
Time, U. S. cities and landmarks 
filmed for youngsters; Universe, half- 
hour journey to the stars and outer 


Suite 327, Pick-Congress 
EXECUTIVES: Joseph E. Levine, pres.; 
E. Jonny Graff, v.p., television; Leon- 
ard Lightstone, exec, v.p.; Jerry Lid- 
diard. western sales mgr.; Arnold 
Friedman, adv. dept. 
PROPERTIES: 33 feature films, offered 
to television for the first time; all pro- 
duced between 1951 and 1962. 12 ti- 
tles are available in 1963, 11 in 1964, 
and 12 in 1965, because these films do 
not have their theatrical exhibition 
completed until those dates. "Lan- 
dru" premieres in the U. S. in April 
1963; "Constantine and the Cross" is 
now in American premiere engage- 
ment. Available now: "Hercules," 
"Attila," "Hercules Unchained," "Fab- 
ulous World of Jules Verne," "Jack 
the Ripper," and others. Others to be 
released: "Morgan the Pirate," "Where 
the Hot Wind Blows," "Two Wom- 
en," "The Sky Above— the Mud Be- 
low." Embassy is also exhibiting 
(Please turn to page 82) 

'Member, Television I'ilm Exhibit (TFE), 3rd floor, 
Pick-Congress Hotel. 

tXmvly or recently released for syndication. 


SPONSOR/ 1 april 1963 

we've gone around the world bring you Volume 6 


Our new selection of critically acclaimed 
feature motion pictures is assembled in Volume 6, 
Seven Arts new release of "Films of the 50's." 
See them at Seven Arts' TFE suite in the 
Pick-Congress Hotel, Chicago, March 30— April 3 
or call your nearest Seven Arts' representative. 








A Subsidiary of Seven Arts Productions, Ltd. 

NEW York: 270 Park Avenue • YUkon 6-1717 

Chicago: 4630 Estes, Lincolnwood, III. • ORchard 4-5 105 

Dallas: 5641 Charleston Drive • ADams 9-2855 

Los Angeles: 3562 Royal Woods Drive. Sherman Oaks. Calif. • STate 8-8276 

Toronto, Ontario: 11 Adelaide St. West • EMpire 4-7193 

For list of TV stations programming Seven Arts' "Films of the 50's" 
see Third Cover SRDS (Spot TV Rates and Data) 
Individual feature prices upon request. 

LOOK IN AT THE LION'S DEN when visiting tfe es in 

Chicago, March 30-April 3. That's where you'll find the usual 
MGM hospitality — and a full complement of TV programs for sta- 
tions. *MGM Television, Washington Room, Pick Congress Hotel. 



LOOK WHO'S BACK favorite light-hearted |VIOlVl 

sleuths are now available for the first time on a market-by-mar- ^ <*>, ^ 

ket basis. Get full details about The Thin Man series at the rL®L 2) ' 

MGM suite at TFE '63. "Phyllis Kirk, Asia, Peter Lawford. '•^Sol^ 



...105 TV SHOWS 














589 Fifth Avenue 
New York 17, N. Y. 

trailers and sildes, available to sta- 
tions, and distributing a 40-page color 
ln'H hure. 


Chicago Sheraton 
EXECUTIVES: Jra Gottlieb, pres. 


Victorian Room, Pick-Congress 
EXECUTIVES: Tom McDermott, pies., 
George Ellers, exec, v.p.; Len Fire- 
stone, v.p., and gen. mgr.; Manny 
Reiner, v.p., int'l sales; John Herlihy, 
exec, admin, asst.; Burt Rosen, exec, 
admin, asst.; Leo Gutman, adv. dir.; 
Bud Brooks, Dick Feiner, Bill Hooper, 
A.1 Shore, Jerry Weisfeldt, sales repre- 

PROPERTIES: \Dick Powell Theatre, 
60 one-hour all-star drama; \The 
Rifleman, 168 half-hours, western ad- 
venture; \Torn Ewell Show, 32 half- 
hour, all-family comedy; Dick Powell's 
Zane Grey Theatre, 145 half-hours, 
Dick Powell host; The Detectives, 67 
half-hours, 30 hours, law enforcement 
series; Stagecoach West, 38 hours, dar- 
ing men on overland stage route; Tar- 
get: The Corruptors, 35 hours, expose 
of organized crime and corruption; 
The Law and Mr. Jones, 45 half- 
hours, humorous stories about a dedi- 
cated lawyer. 


Suite 319, Pick-Congress 
EXECUTIVES: Malcolm W. Sherman, 
western div. mgr.; Ken Weldon, cen- 
tral div. mgr.; Bryan D. Stoner, mid- 
west div. mgr.; C. E. Feltner Jr., south- 
ern div. mgr.; Vonn Neubauer, south- 
ern rep.; David Bader, eastern div. 
mgr.; David Bloom, gen. sales mgr. 
PROPERTIES: Science Fiction Cliff 
Hangers, 191 chapters, 13 minutes; 
Jungle Adventure Cliff Hangers, 104 
chapters, 13 minutes; Republic's Fa- 
mous Cliff Hangers, 16 titles, 206 chap- 
ters; 140 Post-'48 Constellation Fea- 
tures, 40 now available in color: 29 
Post-'50 Saturn Features, released the- 
atrically as late as 1959; 3 in color; 
The Mighty Forty, 40 features, 13 with 
John Wayne; Five science fiction 
"shockers"; 33 Mystery Features, Ellery 
Queen, etc.; 26 Comedy Features, 
Olsen and Johnson, etc.; 137 Special 
Features, all full-length; 65 One-Hour 
Features, edited for a one-hour slot; 
14 Roy Rogers Features of the 50's, 
nine now available in color; Roy Rog- 
ers-Gene Autry Library, 67 Roy Rog- 

ers, 56 Gene Autry features, edited tc 
53:30; Action Theatre of the 50's, 60, 
post-'50 Western features; 23 Rec 
Ryder and Little Beaver, based on syn 
dicated comic strip; 15 John Wayne 
Westerns; 150 Outdoor Action West 
ems, Babby Hayes, Andy Devine, Bob 
Steele, etc.; Stories of the Century 
"Emmy" Winner for best Adventur > 
Series, 39 half hours; Frontier Doctor, 
Dr. Baxter in the vanguard of civiliza- 
tion, 39 half-hours; Stryker of Scotland 
Yard, Authentic made-in-England se- 
ries, 12 half-hours; Commando Cody — . 
Sky Marshal of the Universe, outer 
space-science fiction series, 12 half- 


Suite 325, Pick-Congress 
EXECUTIVES: Abe Mandell, exec, v.p.; 
Harold L. Danson, gen. sales mgr., 
syndication; Irving Klein, dir., adv.; 
Lee Stone, William Vidas, Bill Guen- 
ther, Frank L. Sheehan, Hugh Simp- 
son, Ted Swift. 

PROPERTIES: \]o Stafford, hour se- 
ries with guest stars; \Man of the 
World, hour adventures, Craig Ste- 
vens; \The Saint, hour series, Roger 
Moore as Leslie Charteris hero; \Fire- 
ball XL5, half-hour adventures in 
outer space; \Mr. Piper, Alan Crofoot 
in half-hour of fun and fantasy, in 
color; Supercar, half-hour adventures 
in Super Marionation; Broadway Goes 
Latin, hit tunes from Broadway musi- 
cals in Latin tempo, with guests; Sir 
Francis Drake, Terence Morgan in 
seafaring adventures, half-hour; South 
America: The Awakening Giant, hour- 
long documentary. 


Lakeshore Room, Pick-Congress 
EXECUTIVES: Harvey L. Victor, v.p. 
and gen. sales mgr.; Reuben Kaufman, 
pres.; Jon Oscher, a.e.; David Martin, 
dir. adv. &: prom. 

PROPERTIES: Bozo the Clown, 
Groups 1 and 2, 156 six-minute car- 
toons produced for tv, in color; Bozo's 
Cartoon Storybook, 52 cartoons featur- 
ing lead-ins by Bozo, in color; Holly- 
wood Hist-O-Rama, 5-minute factual 
portraits of Hollywood stars; Jayark's 
Post-'50 Blockbuster Features, 56 fea- 


Tally-Ho Room, Pick-Congress 
EXCUTIVES: Al Brodax, dir., tv; Ted 
Rosenberg, dir., tv sales, East; Maurie 




SPONSOR/ 1 april 1963 




— 4^ 

James Michener's 


Adventures in Paradise 

» J 

/iewers find the lure of the islands most irresistible. 91 irresistible 
lours from the top quality studios of Twentieth Century Fox TV., Inc. 

444 West 56th Street. New York 19. New York-COIumbus 5-3320 

"ADVENTURES IN PARADISE" Stars Gardner McKay as Adam Troy And Features Guest Stars Such As ... Patricia Medina 
lulie London • Ricardo Montalban • Dan Duryea • Gloria Vanderbilt • Vince Edwards • Eva Gabor • Anne Francis • Kim Hunter 
\/incent Price • Yvonne De Carlo • Juliet Prowse • Agnes Moorehead • France Nuyen • Jan Sterling • Raymond Massey ■ Glynis 
Johns • Rita Moreno • Tuesday Weld • Margaret O'Brien • Betsy Von Furstenburg • Viveca Lindfors • Herbert Marshall 



They told Police Chiefs 
of a plan to televise their 
Departments in action, in 
a case that ( 1 ) dramatizes 
the forces that lead to 
crime and (2) adds a 
chapter to the record of 
heroic police service. 

. . and the Police came running. . . 

More than a score of metro 
politan PD's responded 
enthusiastically. They are 
bringing before the camera 
the REAL culprits, the 
"innocent bystanders", 
the victims and the. office: 
involved in A riEAL AND 
TJTT n . Result: 

POLICE CHIEF F. C.iRAMON. Seattle, states: 

"This television series illustrates the desperately danger 
ous risks the Policeman faces on the job . . . and he faces 
them for the Comm unity. The citizens should know about 
this and, above al , should know how they can help. 

POLICE CHIEF C. L.tsHUPTRINE, Houston, asserts. 
"The modern criminal accentuates the demand for up 
to-the-minute I awl enforcement agencies . . . flexibl, 
dynamic and effective. This television program accu 
mf.'lv nortravs (today's Police Departments in action 

Learn details at 

UA-TV's Hospitality Room 


Pick-Congress Hotel 

Chicago, Mar. 30-Apr. 5 i 


WTBG-TV Altoona — Johnstown 
WSB-TV Atlanta 
WMAR-TV Baltimore 
WHBF-TV Binghamton 
WHDH-TV Boston 
WSAZ-TV Charleston— Huntington 
WLYH-TV Harrisburg-Lebanon-York WJBK-TV Detroit 
WZZM-TV Grand Rapids— Kalamazoo WJXT-TV Jacksonville 
SAVANNAH SUGAR REFINING in Atlanta; Charleston & Columbia, S. C; 

WGN-TV Chicago 
WKRC-TV Cincinnati 
WTVN Columbus 
WFAA-TV Dallas 
WLW-D Dayton 
KLZ-TV Denver 

Documented Drama 



Available in COLOR 
or black and white 

In city after city, 


to real lawbreakers. 

their victims. 


arresting office r> 

Before your viewers* 

very eyes, he 

reconstructs the crime 

— the "why?" of it 

— the "wrap up" 

by The Law. 



at 'the scene of the crime" 

KFRE-TV Fresno 
KPRC-TV Houston 
WLW-I Indianapolis 
KABC-TV Los Angeles 
WMCT-TV Memphis 
WTVJ Miami 
WTMJ-TV Milwaukee 
WLOS-TV Asheville 

WABC-TV New York 
WFTV Orlando. Fla. 
WFIL-TV Philadelphia 

WIIC-TV Pittsburgh 
WCSH-TV Portland. Me 
KXTV Sacramento 

KSD-TV Saint Louis 

KOGO-TV San Die;:.. 

KRON-TV San Francisco 

KING-TV Seattle 

WTVT Tampa 

W RGB-TV Albany— Schenectady 

555 Madison Avenue, New York 


Cireensboro-Winston-Salem, Charlotte & Greenville-Washington, X.C.: Bristol-Johnson City. 

...105 TV SHOWS 







I LOVE LUCY (Daytime) CBS 








589 Fifth Avenue 
New York 17, N.Y. 

Gresham, dir. t\ sales. West; Gene 
Plotnik, dir. creative services. 
PROPERTIES: jlicetle Bailey-Barney 
Google & Smifjy Smith-Krazy Kat, 150 
new cartoons based on the comic strip, 
in color, Poyeye, 220 tv cartoons star- 
ring Olive Oyl's boyfriend, in color. 


Suite 2300, Conrad Hilton 
EXECUTIVES: D. A. Werblin, pres.; 
David V. Sutton, v. p., film syndication 
div.; Lou Friedland, Hal Golden, 
Frank Brill, Keith Godfrey, v.p.s; Ed 
Aaronoff, adv. and publicity dir.; 
James Stirton, Chicago; DeArv Barton, 
Cleveland, Bob Greenberg, Universal 
City, Cal. 

PROPERTIES: Bachelor Father. 157 
half-hours available, John Forsythe 
stars, comedy, off network; Dragnet, 
276 half-hours available; detective 
drama starring Jack Webb, off net- 
work; M. Squad, 117 half-hours avail- 
able, Lee Marvin stars as a special 
plainclothes operative of the Chicago 
police department, off network; Love 
That Bob, 173 half-hours available, 
starring Bob Cummings, off network; 
Thriller, 67 full-hours available, Boris 
Karloff as continuing host and star of 
some of the stories of suspense, off net- 
work; Frontier Circus, 26 full-hours 
available, stars Chill Wills and John 
Derek, with Richard Jaeckel featured. 
Guests include Mickey Rooney, Sammy 
Davis, Jr., Barbara Rush, Thelma Rit- 
ter, Irene Dunne, and Stella Stevens; 
Checkmate, 70 full-hours available, sus- 
pense drama starring Anthony George, 
Doug McClure, and Sebastian Cabot, 
with guest stars including Jack Benny, 
Charles Laughton, Julie London, Sid 
Caesar, Tina Louise, Cyd Charisse, off 


Washington Room, Pick-Congress 
EXECUTIVES: John B. Burns, v.p., 
sales; Richard A. Harper, dir. synd. 
and feature sales; Edward Montanus, 
central sales mgr.; Charles Alsup, west- 
ern sales mgr.; Louis Israel, southern 
sales mgr.; Richard G. Yates, Paul B. 
Mowrey, Karl Von Schallern, Alex 
Horwitz, a.e.s; William Robinson, Ca- 
nadian sales mgr.; Herman Keld, sales 
coordinator; Alfred Ordover, research 
dir.; Keith Culverhouse, dir., adv. and 
prom.; Bob Chandler, publicity. 
PROPERTIES: 30/61 Features, 30 post- 
'48 MGM films; 30/62 Features, 30 
post-'48 MGM films; 30/63 Features, 
30 post-'48 MGM films; Pre '48 Fea- 

ture Film Library, over 700 titles; 
Cain's Hundred, 30 full-hour off-net- 
network drama series; Asphalt Jitngle, 
13 full-hour off-network police series; 
The Islanders, 24 full-hour off-network 
adventure series; Northwest Passage, 
26 half-hour adventure series in color; 
\The Thin Man, 72 half-hour comedy- 
mystery series; MGM Cartoons, 135 
fully animated cartoon comedies; Our 
Gang Comedies, 52 episodes of chil- 
dren's comedy; Pete Smith Specialties, 
101 short subjects by Pete Smith; The 
Passing Parade, 69 short subjects by 
John Nesbitt; Crime Does Not Pay, 48 
short subjects of true stories from po- 
lice files; Billy Bang Bang Movies, 150 
five-minute children's programs. 


Presidential Suite, Sheraton Blackstone 
EXECUTIVES: Morris Rittenberg, 
pres.; William P. Breen, national sales 
mgr.; Cliff Ogden, sales, Cal.; Robert 
Blackmore, sales, Chicago; William 
Wineberg, sales, Columbus, O.; Hank 
Profenius, sales, Greensboro, N. C; 
Con Harstock, sales, Littleton, Colo.; 
Bob Brenner, sales, Forest Hills, N. Y. 
PROPERTIES: \Astroboy, 52 half- 
hour cartoon series; \Laramie, 124 
one-hour, off-network shows; \Michael 
Shayne, 32 one-hour shows; \87th Pre- 
cinct, 30 one-hour, off-network shows. 


Columbian Room, Pick-Congress 
EXECUTIVES: Seymour Reed, pres.; 
Howard B. Koerner, v.p.; Robert A. 
Behrens, v.p., sales; Johnny Johnston, 
dir., nat'l sales; S. Allen Aash, Ken 
Byrnes, Stan Byrnes, Al Lanken, John 
Louis, sales. 

PROPERTIES: Biography I, lives of 
famous people narrated by Mike Wal- 
lace, first run; \Biography II, lives of 
famous people narrated by Mike Wal- 
lace, first run; Little Rascals, 90 shorts 
available; Decoy, adventures of a po- 
licewoman, stars Beverly Garland; Car- 
toons, 41 cartoons: Little King, Bunny 
Bear, etc.; Almanac, 377 5-minute films 
of great events, one for every day of 
year; Greatest Headlines of the Cen- 
tury, 260 5-minute films tell dramatic 
stories of this century; Sportfolio, 260 
1 -minute films of dramatic moments 
in sports; Peter Gunn, 144 episodes, 
off-network, staring Craig Stevens; Mr. 
Lucky, created by Blake Edwards, 
John Vivyan stars, off-network; Yancy 
Derringer, 34 episodes available after 
two years on network; Wire Service, 
39 one-hour programs, off-network; 



SPONSOR/ 1 April 1963 


\lx Little Margie, 126 half-hours with 
Gale Storm .>iit I Charles Farrell, ofl 
network; Trouble With Father, 130 
episodes, ofl network, with Stu and 
June Erwin; The Idventures of Robin 
Hood, I years on network; si.ns Rich 
.ikI ( Ireene in I 13 episodes; Stai Pei 
formance, 156 episodes, ofl network; 
formei l\ Foui Stai Playhouse; in, isi 
blr Man, filmed version ol II. (.. 
W ills' i lassil . 


Roosevelt Room, Pick-Congress 

EXECUTIVES: (dome Hyams, v.p. and 

gen. mgr.; Robert Seidelman, v.]>. in 

charge oi syndication; Dan ( dman, 

eastern sales mgr.j Don Bryan, south 
era sales mgr.; William Hart, mid 
western sales mgr.; Frank Parton, 
southwestern sales mgr.; Robert New 
gard, western sales mgr.; Marvin kor- 
ni. in. .n\\ . pn imotion mgr. 

PROPERTIES: Naked City, 99 hours 
.triil .'i'.i half-hours, available now; Top 
Cat, 30 half-hours animated cartoons, 
produced l>\ 1 1. inn. i Barberra, wall; 
Winston Churchill: The Valiant Years, 
2(> half-hours .mil one hour, fall; Col 
umbia and Universal-International 
Features, more than 300 post-TiO ami 
post-'OO films; Hanna-Barbera Car- 
toons: Touche, Wally, Lippy, 156 fivc- 

ininwte is in (olor; Festival of 

Performing Arts, ten hour shows per- 
formed l>\ concert, theatre stais; Shan 
no>i. George Nader stars as combina 
tion cop-scientist; Medicine of the Six- 
ties, -1 hour episodes depicting actual 
operations; Manhunt, San Diego po- 
lin at work; Victor Join. Pat McVey; 
Tightrope, Mike Connors as an undei 
cove) cop; Two Faces West, twin 
brothers; a doctor, a cowhand, in the 
1870's; Award Theatre, an Emmy- 
Award-winning network series; Pick a 
Letter, many ideas are explored with 
rhymes and cat toons. 

Buckingham Room. Pick-Congress 
EXECUTIVES: W. Robert Rich, v.p. 
and gen. sales mgr.; Donald Klauber, 
v.p. and nat'l sales mgr.; Lloyd Krause, 
eastern div. sales mgr.; Jack Heim, ac- 
count executive; Robert Hoffman, 
midwest div. sales mgr.; J. \V. Mi 
Cough, midwest div. account execu- 
tive: George Mitchell, western div. 
sales mgr.: Alden Adolph, western div. 
account executive; Dave Hunt, south- 
west div. sales mgr.; Carl Miller, south- 
west div. account executive; Leonard 
Hammer, dir. station reps, and nat'l. 

SPONSOR ] m-rii [963 

sales. Herbert Ki< Ink. dir, "I opera 
nous; Harve) < hei tok, dii ol ad\ , 
promotion, publii it) : Noi man B. Katz, 
\ .p. Foreign op< rai ions (Seven Ai is 
Prod, hn'l I i.l | 

PROPERTIES: |s, vi n Irts" Films of 
the 50's Vol. ii. :'>i» International F( a 
Hues; L'7 Special Features; Boston 
Symphony Orchestra, 13 on-hour tv 
concert specials; \The Emmett Kelly 
Show, 30 half-hours featuring circus 
clown Emmett Kelly; Films <>l the 50's 
Vol. I . Hi feature films from W.h nei 
Kins.; Films of the 50's Vol, 2, 11 fea 
urn dims from W'.irnei Hlov; Films 

<>f the Ws — Vol. 3, 11 feature films 
from Warner Bros.; Films of the 50's 
— Vol. I. lo feature films from 20th 
Centur) Fox; Films <>! the 50's — Vol. 5, 
53 feature films from Warnei Bros.; 
\En /unite, 26 hall limn French les- 
sons filmed in Paris; \Mahalia Imkson 
S ings, 82 five-minute programs; \Laffs, 
65 one-minute live comedy acts in 


Executive House 
EXECUTIVES: Robert Manby, pres.; 
Fred Schneier, v.p.; Bill Finkeldey, 
sales mgr.; Bun Manby, --.ties mgr. 

PROPERTIES: I" first run, 

one-houi drama I Million Dol- 

Ini Movii ii i ' Iiim i n 1 1 \< at mi ., 27 
in i olor. 

Suite 3511, Executive House 
EXECUTIVES: rerr) H. Lee, v.p.; 
biiddv Ray, operations mgr.; facques 
1 ii in nguth, gi in i.d sal< i mgi : Hani 
I ).i\ is. ii. ii marki ting mgi 
PROPERTIES: \The Littlest Hobo, 
in v, lull bom .nliili action series, 
available foi fall 196 1 start, stai ring 
I ondon, .i ( ■< i man Shephi rd; based 
mi motion pit tun ol the tame nami 


Carter Room, Pick-Congress 
EXECUTIVES: Richard Brandt, pres., 
I i. ins l u\; Ri< hard Carlton, \.|>., 
I I u\ I eh vision. Roslyn Karan, 
coordinator, Eniyc lopedia IUitannii i 
film Library; Barbara Wilkens, dir. 
publicity; M. E. "Hud" Ormond, S.E. 
div. mgr.; Arthui Manheimer, western 
div. mgr.; Murray Oken, eastern div. 
iii« r. ; Marvin Lowe, midwest div. mgr. 

PROPERTIES: Encyclopedia Britan- 
nica Film library, 800 titles, in coloi 
5 to 30 minutes; The American Civil 







Recently separated from WKST-TV 
(Channel 33 ABC) In all-UHF 
3 station Youngstown market 



My experience includes sales on 

national, regional, and local levels, 

rep sales, research, and sales management. 

If we can't meet at the convention, please write or call: 



Telephone 747-9995 Area Code 216 


War, 13 half-hours compiled from the 
works of wartime photographer Ma- 
thew Brady; Animal Parade, 39 quar- 
ter hours, newsreel technique, over 90 
birds, beasts, denizens of the deep; 
Frontiers of Knowledge, 26 half-hours 
revealing advances in science; Junior 
nee, 39 10-min. programs, narrated 
li\ educator Dr. Gerald Wendt; Fea- 
ture Pictures, prize-winning films in- 
i hiding "La Strada," "Hill 24 Doesn't 
Vnswer," "Dance Little Lady," "Lov- 
ers and Lollipops"; It's a Wonderful 
II mid, 39 half-hours in color, filmed 
in foreign countries; Zoorama, 78 half- 
hours, film or tape, at the famous San 
Diego Zoo; The Mighty Hercules, 30 
5i/2-min. cartoons about Hercules and 
his enemy, Daedalus; Guest Shot, 26 
half-hours of Hollywood personalities 
enjoying their hobbies; Felix the Cat, 

Executive committee of "TFE-'63" ex- 
amines Pick-Crongress floor plan: (1-r): 
Dick Carlton, Trans-Lux; Bob Rich, 
Seven Arts; Harvey Victor, Jayark; Bob 
Seidelman, Screen Gems; Alan Silver- 
bach, 20th Century-Fox Television 

260 four-minute cartoons starring the 
well known cartoon character; \Magic 
Room, 39 half-hours, tape, great peo- 
ple, places, and events. 


Music Room, Pick-Congress 
EXECUTIVES: George T. Shupert, v.p; 
Alan M. Silverbach, dir. of syndica- 
tion; William L. Clark, eastern div. 
sales mgr.; Crenshaw Bonner, southern 
div. mgr.; John P. Rohrs, central div. 
mgr.; Donal Joannes, western div. 

PROPERTIES: Century I, 30 features, 
16 in color; Adventures in Paradise, 
91 hours, Gardner McKay, adventures 
in South Seas; Hong Kong, 26 hours, 
Rod Taylor as foreign correspondent, 
guest stars; Five Fingers, 16 hours, 
David Hedison, Lucianna Paluzzi, 

truest stars, espionage; Follow the Sun, 
30 hours, Brett Halsey, Gary Lock- 
wood and guest stars; Bus Stop, 25 
hours, Marilyn Maxwell, Rhodes Rea- 
son, guest stars, dramatic series. 


Lincoln Room, Pick-Congress 
EXECUTIVES: M. J. "Bud" Rifkin, 
exec, v.p., sales; Edward Broman, v.p., 
Chicago; Ray McGuire, eastern sales 
mgr.; Jack Martin, western sales mgr.; 
Robert Reis, a.e.; Albert Goustin, gen. 
mgr., special plans. 


PROPERTIES: t The Lee Marvin 
Show, documentary series re-creating 
police files cases; The Story of . . . 
a jockey, a marine, a singer, a pris- 
oner, etc.; Ripcord, skydiving adven- 
tures, in color; Leave it to the Girls, 
witty encounters between male guests 
and 4 girls; Everglades, adventures set 
in famed swamp area, color. 

EXECUTIVES: Pierre Weis, v.p. and 
general mgr.; Ken Joseph, Dick Law- 
rence, Jim Weathers, div. sales mgrs; 
Leon Bernard, James Ricks, a.e.s. 

PROPERTIES: Ann Sothern Show, 
Ann Sothern as Katie, irrepressible 
hotel manager; Lock Up, MacDonald 
Carey as attorney for unjustly accused; 
Bat Masterson, Gene Barry as the 
famed cane-wielding western hero; 
Tombstone Territory, Pat Conway, 
Dick Eastham in Tombstone Epitaph 
tales; Sea Hunt, Lloyd Bridges stars 
in underwater series; Highiuay Patrol, 
Broderick Crawford as highway patrol 
chief; Economee Package, 35 series, 
2164 episodes. 

EXECUTIVES: John McCormick, asst. 
general sales mgr.; Paul Kalvin, east- 
ern sales mgr.; Jerry Wechsler, mid- 
west, sales mgr.; Bruce Collier, S.W. 
sales mgr; Amos Baron, western sales 
mgr; Fred Watkins, a.e. 
PROPERTIES: U.A. Showcase for the 
Sixties, 33 Post-'50 action features; 
U.A. A-Okay's, 32 Post-'50 action fea- 
tures; U.A. Box Office Group, 26 Post- 
'50 action features; Popeye Cartoons, 
234 theatrical animated Popeye car- 
toon adventures; Warner Bros. Car- 
toons, 337 theatrical animated Bugs 
Bunny, Daffy Duck, others; RKO Fea- 
ture Library, 400 RKO features; War- 
ner Bros. Feature I ibrary, 761 produc- 


Suite 323, Pick-Congress 
EXECUTIVES: Albert G. Hartigan 
v.p., gen. sales mgr.; Johanna Masucci 

PROPERTIES: f Out-of-The-Inkwell' 
100 5-minute cartoons created by May 
Fleischer, featuring Koko the Klown 
in color. 


Suite 315, Pick-Congress 
EXECUTIVES: Saul J. Turell, pres.; 
Elliott Abrams, sales; Bernice Coe, 
sales; Alan Gleitsman, western sales 
mgr.; Kenneth Jaffe, sales; Robert 
Schlessel, midwest sales. 
PROPERTIES: f Cinema 70, 84 feature 
films; The Golden Age of Hollywood: 
Silents Please, early film classics- — 39 
half-hours; The Special of the Week, 
26 hour-long special programs; The 
Golden World of Opera, film versions 
of great operas, 26 feature length or 39 
hours; Adventure Theatre, 78 half- 
hour adventure films; Abbott ir Costel- 
lo, 52 half-hour programs produced 
for tv; Chatter's World, 150 5-minute 
films, antics of Chatter the Chimp; 
The Big Moment in Sports, 150 5- 
minute 1ms, greatest sports events of 
past 35 years; Time Out for Sports, 
52 quarter-hour films; Bowling Stars, 
52 half-hour matches, commentary by 
"Whispering" Joe Wilson; Capt'n 
Sailorbird Cartoons, group of 184; Cru- 
sade in the Pacific, 26 half-hour docu- 
mentaries by The March of Time. 


Park View Room, Pick-Congress 
EXECUTIVES: Joseph Gotler, v.p.; 
William P. Andrews, western dis. sales 
mgr.; John W. Davidson, S.E. dis. sales 
mgr.; Michael S. Kievman, central dis. 
sales mgr.; Jack E. Rhodes, N.E. dis. 
sales rep.; Gordon A. Hellman, sales 
prom. mgr. 

PROPERTIES: t Cheyenne, 107 hours 
starring Clint Walker; f Hawaiian 
Eye, 134 hours, Robert Conrad, Con- 
nie Stephens; Maverick, 124 hours, 
stars James Garner and Jack Kelly; 
Sugarfoot, 69 hours, Will Hutchins 
stars; Bronco, 68 hours, starring Ty 
Hardin; Surfside 6, 74 hours of mys- 
tery, with Troy Donahue; The Roar- 
ing 20's, 45 rollicking hours, starring 
Dorothy Provine; Bourbon Street Beat, 
39 hours, stars Richard Long and An- 
drew Duggan; Lawman, 156 half 
hours, starring John Russel. 



SPONSOR/ 1 april 1963 


Some loo firms, in addition to the syndication companies listed on the previous pages, will exhibit 
then products and/or services at the NAli Convention. Those exhibitors in the list that follow can 
be found in East or West Exhibit Halls oj the Conrad Hilton Hotel, unless otherwise indicated. 


West exhibit hall 

Space 64 W 
PRODUCTS: Complete 01 partial 
automation systems, am-fm and 
stereo. New ihis year at the conven- 
tion .in automatic spot selector. 
I loMs 96 .n counts v> ith as many 
.is ten spots pei a< < ount. 
ken. Dextei I [aymond. 

Space 21 W 
PRODUCTS: television broadcast an- 
tennas, I'm broadcast antennas, di- 
plexers, coaxial switches, vestigial- 
sideband filters, rf measuring in- 

I e.u h. Gerald Cohen. 

Space 26-W 
PRODUCTS: Ampex Videotape tele- 
vision recorders for both mono- 
chrome and color broadcast record- 
ing. \ni|)e\ Videotape television re- 
corders for closed-circuit applica- 
tions. Ampex/ Marconi television 
camera channel and associated 
equipment. Ampex 
audio recorders in both studio and 
poi table ( onfigurations. 
v.p.. mgr. video & instrumentation 
div.; Thomas Davis, mgr., sales 8: 
service: Thomas Merson. video 
product mgr.: Fred Ramback, vi- 
deo product mgr.: Gregg Perry, 
mgr.. public relations; fads Miller, 
admin, mgr., advertising/ sales pro- 
motion; George Shoaf, midwest re- 
gional manager. 


Space 70-W 

PRODUCTS: Multi-V. fm broadcast 

antennas; Helifax. flexible air die- 

SPONSOR 1 apkii 1963 

K i tin ( ables; i igid transmission 
lines; io.i\ial switches; telescoping 
masts; mi< rowave antennas, 
Douglas Proctor, G. Roberl Lane, 
Robert C. Bickel, Henry F. Miller, 
John M. Lenehan, Edward J. 
I )u ver. Dr. Vic tor f. Andrew. 

Space 22-W 

Space 23 W 
PRODUCTS: complete station auto- 
mation featuring automatic tape — ; 
controls "Systems Programmer" 
and associated ultra-flexible compo- 
nents — ; FCC Approved Automatic 
Program Logging. ATC 55 multiple 
cartridge handler, ATG portable 
audition players and recorders. 
ATC portable player with tone cue. 
ATC cartridge playback units and 
ice ording amplifiers. 
te, Robert S. Johnson, Lee Sharp. 
E. N. Franklin, jr., Ted Bailey, 
Jack Jenkins, George Stephenson, 
Jr., Timothy R. Ives. 


Space 56-W 
PRODUCTS: 50 watt, 1000/250 watt, 
5000/1000 watt and 10.000 watt am 

■ 1 1 1 ■ 1 ! f I - : -. ■ l ■ : ■ 



All exhibits are located in 
the Conrad Hilton Hotel in 
the East and West Exhibit 
Halls (Lower level). 

Sunday, March 31: 

12 Noon to 9 p.m. 
Monday, April 1: 

9 a.m. to 9 p.m. 
Tuesday, April 2: 

9 a.m. to 7 p.m. 
Wednesday, April 3: 

9 a.m. to 6 p.m. 

transmitters; automata logging 
equipment . Spa] ta Mat i< tape i at 
ti idge equipment . Spai ta Mati< 
portable audio console; Sparta- 
Mai i< poi table si udio; Spai ta-Mati< 
timec aster: Spai i.i Main phono pr< 
amplifiei s. 

Paul Gregg, Bob Ferrell, 
Lynch, John Felthouse, Ben Green- 
haw. John Wine best ei, John Inooks. 
Jess Swicegood, Chester Faison, 
George Wilson, Gordon Keyworth, 
Richard Fenstermacher, P>ill Over- 
hauser, Flo\d ( )verhauser, Jack 
I ,awson, Dave Evans. 


Space 71-W 
PRODUCTS: television camera ca- 
bles, connectors, and cable assem- 
blies lot Man oni, EMI, Pye, R( V 
GE, Grundig, Fernseh. and Dage 
commercial broadcast and special 
application television cameras and 
niic rowave equipment. 
v.p. (Canada); Hubert Goodwin, 
mgr.. broadcast cable sales; Jack E. 
Ferrer, midwest regional manager. 

Space 14-E 
PRODUCTS: Spotmastei magnetic 
tape cartridge recording and play- 
back equipment; Spotmaster car- 
nidge tape windei (TP-la Spot- 
master laz) cartridge tack 
(RS-200) ; Spotmaster equalized 
turntable preamplifier (TT-20) : 
Spotmastei "Stereo" model 500S 

and 505S 


Ross Beville, Jack Xeff. 


Space 41 -X 

Space 72-W 
PRODUCTS: Audimax automatic 



...105 TV SHOWS 














589 Fifth Avenue 
New York 17, N.Y. 

level controls; broadcast test rec- 
ords loi testing all audio equip- 
ment am, Em&mx — including bal- 
listic calibration of vu meters; VA- 
I transistorized video distribution 
amplifiers; transistorized video pulse 
amplifiers; SMPTE test generators; 
digital display devices Eor election 
return reporting and other statisti- 
cal reporting (stock market, weath- 
er, etc.) . 

Marvin Kronenberg, L. To- 
l ic k. 

Space 47 W 
PRODUCTS: Step system for tv au- 
tomation; performs station break 
switching automatically; chrono-log 
Digital clocks. 

lich, v.p.; Saul Meyer, v. p.; Bill 
Nobles, Richard Mayes, Ken Greg- 
erson, Ed Nemec, Butler Sanchez. 


Space 27-W 
PRODUCTS: 830F-1A 10 kw fm 
transmitter, 830D-1A 1 kw fm 
transmitter, A830-2 fm excitor, 
786M-1 fm stereo generator, 20V-3 
am transmitter, 212G-1 console, 
808A-1 remote console, 212H-1 re- 
mote amplifier, 642A/216C tape 
cartridge system. 

dolph, Jack Chenoweth, Jerrell 
Henry, Jim Littlejohn, Lin Leggett, 
Howard Hepler, Charles Walters, 
Jim Speck, John Stanbery, Ray 
Evans, Forrest Wallace, Tohn Gos- 
lin, Blair Dobbins. 1. L. Tavlor. A. 
Prose Walker, T. L. Huebsch, J. E. 
Wahrer, C. R. Rollert. B. V. Hite. 
R. E. Richards, K. E. Vau^n C E. 
Dixon. E. T. Malonev. I.. E. Winter, 
H. I. Swanson, D. E. Bartelt, F. H. 

Space A 
SERVICES: Station ED. and promo- 
tional jingles, plus commercial jin- 

president; Buddy Harris, Walter 
Wienecke, Bud Curry. 


Giannini Controls 

Space 7-E 

PRODUCTS: New color monitors, 

transistorized monochrome moni- 

tors, large screen audience moil 
tors, kinescope recording monitors 
Standard monochrome utility mon 
itors, professional monitors, pulse 
ci oss monitors, audio-video receiv 

land, general manager; R. M. Al- 
ston, operations manager; J. G 
Jones, chief engineer; R. N. Vende 
land, sales manager; A. Slater, dis 
trie! manager; P. Wickham, engi 
neer: William Ems, engineer. 

Space 25-W 

PRODUCTS: Am broadcast transmit- 
ters and transmitter remote control, 
closed circuit television. 
don, Mark W. Bullock, Thomas B. 
Mosely, Vernon Collins, Richard P. 
Buckner, James H. Hamilton, Rich- 
ard Edwards, Wm. E. Waldrup, J. 
C. Nickens, Stan Ponte, Joe Sain- 
ton, Jim Anderson, Charley Reyn- 
olds, W. O. Crusinberry. 


Spaces 36-W— 37-W 
PRODUCTS: Standby generator sets. 
man, R. B. Sonntag, J. W. Frit/, G. 
W. Paine, V. R. Hill. 


Space 61-W 
PRODUCTS: Towers — tv-fm-micro- 
wave; design - construction - inspec- 

Roger Hayden, Tom Singell, John 
Groseclose, Robert Sload, Orville 
Pelkey, Robert A. Vaughan. 


Space 49-W 
PRODUCTS: Transistorized video 
and pulse amplifiers designed in 
"Key Function" modular units. Re- 
mote-controlled, expandable solid- 
state video switchers for switching 
any number of inputs to outputs. 
Precision closed-circuit television 
transmitters, wide-band modulators- 
demodulators. Reasonably priced 
broadcast television transmitters. 
man, pies.; Omar E. LaHue, v.p.; 
George W. Bates, manufacturing 
mgr.: Joseph G. Petit, chief engi- 
neer; Dwain A. Keller, applications 



SPONSOR/1 april 1963 

(Successor to EMI/US) 
Space 4-E 
PRODUCTS: H_, lO v vidicon 
uU\ i ^ i < >i ) c amera i hains (remote 
control, et< .) . broad< asi < ontrol 
room equipmeni (solid-state verti- 
cal intei val s\\ iw hing .mil disti i I >n 
tion systems, transistorized audio 
mixing, tape deck and intercom 
munication equipment, and video 
recording tape) . 

Ellison, |. 1 in kei . F. |. ( iudlipp, 
|. Neitlich, P S Nicolavsen, P. Mas- 
I. u lane, V 1 .me. (.. Kxutilek, R. 
Striker, II. Me Keon, 1'. Weisel, I 
Bakei . IV Well <>nic 

Space 20 W 
PRODUCTS: AKG studio and field 
microphones, \k(. dynamic head- 
sets, shock-prool microphone stands. 
Nagra 1 1 1 1> portable tape recorder. 
M. Skee, |. B. Anthony, Chel My- 
lin. Ted Pappas. 



Space 53 w 

PRODUCTS: Vhf and uhi transla- 

tors, translator accessories, uhf 

transmit tei s. 

Clair, Robert F. Romero, Heni\ 
Shapiro, Melvyn Lieberman, II. ('.. 
Mi Kenzie. 

Space 44-W 
PRODUCTS: New ">kw am transmit- 
ter, new lkw am transmitter. ">ku 
and lkw tin transmitters, Id watt 
fin transmitter, Executive stereo 
console, President dual channel 
console. Ambassadoi single channel 
console. Cartritape II cartridge tape 
system (operating), turntables, 
transistor amplifiers, remote ampli- 
fiers, remote control systems, fre- 
quenc) and modulation monitors, 
limiting and level amplifiers, com- 
plete stereo equipment, antennas 
and othei broadcast equipment. 
pies.; L. J. Cervone, v. p. sales. N. 
L. fochein. v.p. engineering; Frank 
Parish. sales promotion mgr.; 
George Yazell, western regional 
sales mgr.: Eugene Edwards, sales 
engineering mgr.; Ed Gagnon, mgr. 
special projects; Norman Peterson, 

SPONSOR 1 aprii 1963 

mgr. audio s.iles. Miein\. 

mgr, transmittei sales. 


Command Systems Division, 

Technical Products Operation 

Space 19-E 

PRODUCTS: _'"»ku uhi transmitter, 

I kw \ hi high c hannel transmittei . 

2,000 tin ink rowave antenna, heli- 

( al antenna, zig zag antenna, poi ta 

ble and i.M k mounted 2000 m< re 

la\ . ih-w mil rowave repeatei . 

I o coloi camera, new 3" I <). B&V\ 

< .unci. i. new li L , I O. I'.vW i im 

era, professional live \ nli< <ni < am 
ii a, B&W film \ idi( on < amei a, i "I 
Mi film ( amei a, l'.\\\ com inuous 
motion film proje< toi . film i entei 
multiplexer, B&fW calibration mon 
itor, i\ utility monitors, rela) 
switching system, transistorized s\n< 
generator, stereo audio console 
transistorized, remote audio ampli- 
fiei ii ansistoi ized, complete line ol 
audio equipment, new educational 
i\ studio package, color light valve 

general mgr., Command Systems Di- 
vision; R. L. Casselberry, general 
mgr., technical products operation: 
H. E. Smith, mgr. marketing: Har- 
old B. Towlson, mgr engineering 
r. Wall, mgr. sales, broadcast equip- 
ment; C. f. Simon, mgr. product 
planning & market research; G. II. 
Metcalf. mgr. maniac tin ing: M. R. 
Dun< mi. mgi . c ustomei set \ i( es; W. 
V. Ferris, legal counsel. 

Space 41-W 
PRODUCTS: Fm transmitter 1 kw.. 
5 kw. 1") kw. 30 kw: stereo genera- 
tors, sea generators, stereo control 
consoles, fm relax receivers. GEL 
i ust remote i ontrol equipment, au- 

Vrthui Cestaro, Ben Newman. Bill 
Dunbar, fack Langford, Milan Leg- 
gett. Howard Dempsey, Bob Leed- 
hain. Ralph Owens. Revis Hobbs, 
Harold Taylor, Al Fulchino. Gor- 
don Swan. Richard Burden. 

Space 12-E 
PRODUCTS: High resolution vidi- 
con film chain model PA-550, vidi- 
con film chain model PA-580, studio 

\ idicon c amei a i ham model P \ 
ssd. 35mm telei asi proje< toi model 
PA1200, automatii exposure con 
trol model P \ 560, video recoi del s, 
,•. in generators, \ icfi<> sv itc hei 

laclci s. m ideband s I I rowave 


shall. 1 . f. Manzo, \. (. Balletta, 
I I Poun i. in. \ 1- Bi unda 


Space 68 W 
PRODUCTS: Mark IV Vuto load In 
spec i ( ) 1 ihn mac bine Icaiui 
elei tronii gi aph recording scratc h 
deic c i ion, Model l Mark II In 
s|u'( i ( ) Film; [unioi "I )eluxe" In 
spec t-O-Film; Split c < ) I ilm auto- 
m. it i< splii ei . Sonomatic and VI 
in. u ie continuous real proje< tion 
slide pi oje< loi s. 

|i.. Robert Grunwald, Richard Wal- 
I. ii c. s.nn ( ialdwell, Geoi ge ( tsa 
nave, Phil Baron, Howard Bowen, 
Richard Samojla. 

Space 65-W 
PRODUCTS: IGM Simplimation 
(automation equipmeni i . I lei it 




Irv Schwartz 

Room 2114 

Executive House 

N.A.B. Convention 


e e>\\ i \ iion srrc i \i 

...105 TV SHOWS 















589 Fifth Avenue 
New York 17, N.Y. 

programing, Premier programing, 
Sovereign pi <>»i aming. 
Charles Sprague, Gene Wagner, 
Homer Griffith, 


Space 3-E 
PRODUCTS: Model TDA2 transis- 
torized video/pulse distribution am- 
plifier, model TCA3 transistorized 
camera amplifier, model TDA26 
transistorized high gain video am- 

Weiland, Sondra Darlene Ewing. 


Space 15-E 
PRODUCTS: Fm transmitters, am 
transmitters, fm & tv antennas, con- 
soles, documentor, accessories. 

A. E. Timms, Juan Chiabrando, 
Ignacio Hernandez, C. A. Siegrist, 
P. A. Tyrrell, Joseph Novik, G. P. 
Wilkinson, Robert Jordan, Phillip 
Sam, Paul Sam. 

Space 39-W 
PRODUCTS: FOR FM— high gain 
wide band fm transmitting anten- 
nas for stereo broadcasting; field 
tuning features enable 1.1 to 1 VS- 
WR for entire 400 kc fm channel. 
Complete line up to 20 bays. Tower 
leg mounting methods permit pat- 
terntern circularities of better than 
4 DB. Vertically polarized types 
available. Certified pattern fm di- 
rectionals. Line also includes fm 
diplexers and high attenuation fm 
harmonic filters. 

FOR TV — turnstile batwing an- 
tennas for channels 2-13. High 
power and low power types avail- 
able, with ratings up to 50 kw. Low 
power series with 2.5 kw per bay. 
Tv hybrid diplexers, single line 
notch diplexers, and harmonic fil- 
ters. Vhf translator antennas. Uhf 
tv directional antennas and uhf tv 
standby antennas. 
nigian, general mgr.; Larry Seese, 
field service mgr.; Taro Yodokawa, 
production mgr. 


Space 52 W 
PRODUCTS: Transistorized equip- 
ment for the background music in- 
dustry. Transistorized multiplex 

tuners and amplifiers, and transis- 
torized combination tuners and am- 
plifiei s. 

Jr., Eugene C. Johnson, Clyde Red- 
wine, R. L. Weber. 


Space 1-E 
PRODUCTS: Tv lighting fixtures, ac- 
cessories, wiring devices and light- 
ing selection and control equip- 
ment for monochrome and color 
telecasting: SCR semi-conductor 
dimmer using the silicon controlled 
rectifier; new quartz line lighting 

More, v.p. !<: mgr., lelevision dept.; 
Robert Bullock, James Byrne, Al- 
win Lassiter. 


Space 38-W 
PRODUCTS: STACT broadcaster 
model SB-600, 6-deck cartridge re- 
corder with reversible cartridge; 
STACT SL-300, 3-deck tape car- | 
t ridge recorder. 

11, C. Robert Paulson, Walter Rees, 
Don Patterson. 


Space F 

SERVICE: Color tape to film trans- 
fer — lfi or 35mm; color video tape 
duplications, complete video color 
production facilities. 
Riley, chief engineer: Frank 
Thompson, asst. chief engineer; 
Richard P. Sullivan, sales mgr. 


Space 42-W 
PRODUCTS: Automatic magnetic 
tape cartridge recording and play- 
back equipment; automatic tape 
magazine reconditioning and re- 

president; Gren Andrews, Del Blom- 
strom, William E. Moulic, Robert 
J. Moulic, Edison Moulic, John 
Burmeister, Roy Grubel, Carl Mar- 


Space 46-W 
PRODUCTS: Magne-Tronics— Tape- 
Athon automated equipment fea- 
turing coordinator; Magne-Tronics 
motivational background music 
service for fm multiplexing and/or 
wired line transmission. 



SPONSOR/ 1 april 1963 

Clarke, fr., pres.; J < >^t- 1 > 1 » F. I lards, 
v.p.; Ilium. is Vye, George Vnthony. 

Space 43 W 
PRODUCTS: Frequenc) monitors, 
modulation monitors, SCA-multi 
i)lc\ monitors, fm stereo re-broad 
( ,isi receivers, il amplifiers, Em mul 
i iplex re< eivei s (i ubed and ti .msis 
101 ized) . si I in eivei s, \ hi c ommuni 
c ,ii ion re< ii\ ci s, fixed Ei equeni \ i e- 
ceivers, .ui<li<> amplifiers-transistor- 

\l.nim, pres.; Leonard E. Hedlund, 
duel engineer; Ray M. Unrath, 
marketing mgr.; Dick Cleary, asst. 
(hi. engineei . 

Space 19-W 

Spaces 34 W and 35 W 
PRODUCTS: Transistoi video moni- 
tors and tube type video monitors, 
Conelrad equipment, audio opera- 
ated relays, program Eailure alarm, 
broadc a st u anslators. 
R. }. Klindworth, N. C. Ritter, Dan 
jSchulte, Pete Vogelgesang, R. Hack- 
enbcrgci .11. I . M( Adams. 


Space 62 W 

PRODUCTS: Television camera pan 

and till beads, pedestals, dollies, 

and studio ( lane. 

A. R. Macmath, W. B. Hakes. 

Space 60 W 
SERVICES: Developers ol synchron- 
ized sound and color presentations 
lor major ladio promotion; Mobil- 
((dor spring radio promotion: Mo- 
bilcolor Christmas radio promo- 

Richard Tines. Fred Way, Tom 
1 illanv. 

Space 48 W 
PRODUCTS: Radio remote control 
systems, wide remote control sys- 
tem, SCA subcarriei generator, fm 
stereo generator, It) watt fm exciter, 
10 watt Em transmitter. 
lv. pres.: Howard M. Hani. |r.. en- 
gineering mgr.: George Kladnik, 
production mgr. 

SPONSOR 1 April 1963 

General Aniline & Film 
Space 63 W 
PRODUCTS: Ozalid duplicating 
equipment and materials Eoi copy 
systems, l<>i availabilities-control, 
i >i dei invoicing and 1 1 affi< control. 
national rep. to the broad( ast ing 
industi y; Chi( ago district rep. 


SERVICES: Custom musical produ< 
i ions loi i adio 8c tclc\ ision; i adio 
stai ion libi ai \ sci \ ii c 
Tanner, Pres.; Wilson Northcross, 
exec. \ ice-pies.; Rodgei May, Mike 
Alger, Mike Eisler, Ralph Stacheon, 
Russ Starner, fack Rumrill, Not 
man A/oon. Frank Ragsdale. 


Spaces 5-E — G-E 
div. v.p. 8c general mgr., broadcast 
& communications products div.; A. 
F. Inglis. div. v.p., communications 
products operations; J. P. Taylor, 
mgr.. marketing services; E. C. 
I racy, mgr., broadcast sales: M. A. 
Trainer, mgr.. broadcast studio 
incising. & engineering dept.; V. E. 
Trouant, chiei engineer, broadcast 
8c communications products; |. C. 
Cassidy, mgr., sales support 8c serv- 
ices; P. A. Greenmeyer, mgr., broad- 
cast 8c closed circuit advertising; E. 
T. Griffith, mgr., customer relations 
and sales services; E. X. Luddy, 
mgr.. broadcast transmitting equip- 
ment mdsg.; W. 15. Varnum, mgr.. 
studio equipment mdsg. 

Electron Tube Div. 
Space 10-E 
PRODUCTS: Image orthicon, vidi- 
con, large power tubes, electronic 
instruments, microphones, nuvis- 
tors. intercoms, batteries, dark heat- 
er tubes, \o\ai tubes, c riti/en band 
radio, minireeds, transistors, high 
fidelity components. 
W. W. Winiei s. J. f. Kelley, G. \. 
Lucian. (.. E. R\an. I). Ii. P.eattie. 

Equipment Div. 
Space 11-E 
PRODUCTS: KIR microwave tele- 
vision relav sv stems for intercity re- 
lay remote pick-up or STL appli- 
cations. T.oDi) and 13,000 m< . porta- 



extitirvtj Sast Sule Wottl 

comfort, convenience, luxury oi 
reasonable rolet . . . from $8.85 
single, $11 85 double, including TV 
and air conditioning . . . plus free swim- 
ming in Olympic pool on premises. 
Special family, week end and 
group rates . . . Convenient 
to 5lh Avenue, Grand Central 
Station, Air Line Terminals, 
Mid Town Business Appoint* 
ments . . . All good reasons 
for wide acceptance by busi- 
ness and pleasure travelers 
who know 

$ l l:l an hour 

staffs your station 

with IGM 

Get the details! Find the way to bigger 
audiences, lower costs, higher profits with 
unparalleled flexibility and consistently 
better sound. Write for free folder, "The 
Sound of Money." 

P. 0. Box 943, Bellmgham. Washington. 



bic and rack-mounted foi N ISC 
color and simultaneous audio. TMA 
program audio channel units for 
application to existing systems. Mi- 
crowave waveguide accessories, in- 
cluding antennas, waveguide, di- 
plexers, etc. 

ley, Don Smith, Robert Keller, 
Hugh Bannon, Henry Geist, Jack 
Banis'ter, Gene Love, Phil Class. 


Space 58 W 
PRODUCTS: Demonstration of new 
all-transistor video modules: special 
effects generator, video switching 
systems, video transmission lest sig- 
nal generators — multiburst, stair 
step, window, sine. All transistor 
smk generator. Stabilizing ampli- 
fier. Color bar generator. Vertical 
interval reference generators. Port- 
able test sets. Video and pulse DA's. 
ker, Tames A. Leitch, G. Kurt Bu- 


Space 50 w 
PRODUCTS: Am, fm, microwave 

towers, reflectors and associated 

(,. Rookei, I). Rohn. 

Space 17E 
PRODUCTS: Television studio cam- 
eras, film vidicon camera systems, 
solid state vertical interval switch- 
ing systems, heterodyne microwave 
relay systems. 

Russ Ide, Neff Cox, Jr.. Dale Buzan, 
John Guthrie, Bill T air, Jack Ro- 
den, Monell Beavers, Nubar Dono- 
yan, Dale Matheny, Dick Swan, Joe 
Ryan, Charles Moore, Joe Phillippi, 
Nelson Alquist, Bob McCoy, Miles 


Space 73-W 
PRODUCTS: Program automation 
systems, spotters, transmitter re- 
mote control equipment, automatic 
logging equipment. 

|aines W. Harford, Dallas Barnard. 


Space E 
SERVICES: Recordings and special 
program packages. Series of 60-sec- 
ond musical renditions for heavy 
spot saturations; KiO selections lor 

Sidney Guber, Charles Scully, Glenn 
Ramsey, Frank Watkins, Vic Vick- 
ery, Hal Fitzgerald, Ra\ VanHoos- 
er, Earl Pollock, Karl Brewer, Alice 
H . Prager, Ed Cooney. 


Space 51 -W 


Space 54-W 
PRODUCTS: Automatic program 

ern, Charles Stancik, Robert Cook- 
sv, Donald Fox. 


Space 56 W 
PRODUCTS: Cartridge tape systems 
and related studio' equipment. 
hauser. Jack Lawson. Jess Swice- 



SPONSOR 1 Ai'Rii. 1963 


sum; hit 


By the Nation's 
Radio and Television Editors* 


By Leslie Bricusse and Anthony Newley 
from the Broadway Hit Musical 

"Stop Tie World- 1 Wat To Get Off' 


*21st Annual 



Ail-American Poll 

589 Fifth Avenue. New York 17, New York 

conducted by 

Chicago. Lo> Angeles, Nashville, 

Radio-Television Daily 



Toronto. Montreal 



APRIL 1963 


Convention spi ( i \i 

Space 76 w 
PRODUCT: Sound equipment. 
pics.; S. R. Brogna, v. p., gen. mgr.; 
A. Victor. R. Hansen. 

Space 29 w 
PRODUCTS: Video-waveform moni- 
tors, Vectorscope for color tv phase 
measurements, trace recording cam- 
era, test equipment, oscilloscope 

Rhodes, Ron Olson, Keith Wil- 
liams, Ralph Ebert, Cli: Briesenick, 
Frank Elardo, Terrell Jamison, Joe 
Gardner, Paid Whitlock, Jerry 
Coomber, Boh Siegert, Ed Vaughan. 


Space 2-E 
PRODUCTS: Transistorized genera- 
tors, test sets, amplifiers, phase cor- 
rector, color tv utility monitor, col- 
or standard, color encoder. 
Don Dudley, S. S. Krinsky, Eric 
King, Sidney C. Gunston, Alex 


Space 31 -W 
PRODUCTS: Telepro 6000, 3i/ 2 x 4 
slide projector with RA-60 random 
select changer, Teleprompter Mod. 
V, Amphicon 200 large screen tele- 
vision projector, Fidelipac tape car- 

Irving B. Kahn, Peter Funk, Ger- 
ald G. Griffin, Bradford Macy. 


Space 3-E 
PRODUCTS: PYE 4i/ 2 " camera, stu- 
dio lighting, portable lighting, 
stair climbing equipment dolly, 
camera cable test aids, studio struc- 
tural aids and a new film processor. 
Schlageter, Howard L. Ryder, John 
J. Camarda, Derek Clowes, Robert 
Hair, William Jones. 


Space 59-W 
PRODUCTS: Image Orlhicon Zoom 
Leases and Vidicon Zoom Lenses. 
Bill Pegler, Dr. Frank G. Back. 


Space 24-W 

microwave, reflectors, portable pre- 
huili buildings, paradomes, tower 
(lesion, erection and foundations, 
maintenanc e. 

J. E. Skarda, G. S. Chesen, L. J. 
rokarczyk, E. H. Moore, K. R. 


Teleradio Branch 
Spaces 66-W— 67-W 
EXHIBIT: Depicts the Ainu's week- 
l\ television series The Big Picture, 
and the Army's weekly radio series, 
The Army Ho in . 

L. Mistowt, Lt. Col. William T. El- 
lington, Lt. Col. Pat Klein, Major 
John R. Swee, Major Philip J. 
Mohr, Stanley Field, S/Sgt. John 


Space 69 W 
EXHIBIT: Depicts Navy's radio and 
tv spot announcements, feature pro- 
grams and selected 16mm sound, 
color motion pictures for 13-weeks 
tv series. 

Harold Bishop, and representatives 
of Navy Recruiting Office, Chicago. 

Space 40-W 

PRODUCTS: Manufacture and in- 
stallation of all types of radio, tv, 
microwave towers. 

Jerry Nelson, V. G. Duvall, Pat Du- 
vall, D. D. Giroux, M. N. Sholar, 
J. D. Nelson. 


Space 14 E 

PRODUCTS: Completely transist< 
i/ccl image orthicon cameras, in 
and li/o" models, tv program am 
inalion s\stcMiis, VTR test cqui 
incut and new "nioddeinod" (Ikis^ 
for upgrading VTR's, a complel 
line- ol modular transistorized 
broadcast master control equij 
men t . 

lagher, F. Cecil Grace, Jess Ralsk' 
Charles E. Spicer, Leo I.. Darrigi 
Robert Bollen, George H. Wagne. 
Richard Quinlan, Richard Koplil 
Morris A. Mayers, Hendrick |. At 
tonisse, Felix Bonvouloir, Shirk 
Bonvouloir, A. W. Greeson, A. I- 
Hopkins, Wayne Many, Richar 
Witovski, Lyle O. Keys, Alfred 1\ ■ 
Kallman, Lynn Christenson, Jii 
Sims, Harry Bowmaster, Al Casta 
do, P. D. Thompson, Jim Howan 
Bill Willis, Charles Halle. Joh 
Burke, Duane Hoisington, Linto 
D. Hargreaves, Louis A. Whitson. 

Space 30 W 
PRODUCTS: Solid slate stahili/in 
amplifier, video distribution amplj 
fier, pulse distribution amplifiei 
rack mounting frame. 
me, Marvin J. Moss, Robert Bevilk 


Space 46-W 
PRODUCTS: Phase monitor, spec' 
trum display unit, broadcast recen 
ers, field intensity meters, phas 
meters, patch panels, video jack 
and plugs. 

K. B. Boothe, J. K. Birch, J. Andre 
J. W. Smtih. 

Question: But who's monitoring radio? 

Answer WE ARE 

PHONE 549-6225 

where? In over 364 markets! 

No Kidding? No Kidding! 


1743 West Nelson Street, Chicago, Illinois 

Question: What else do you do? 
Work like hell! 



SPONSOR/ 1 april 196! 


convenient guide to Chicago agencies and buyers fot convention-goers 

yencies A >!«*«#•« IjTiii/«»i\v 

Aarey, Finlay, Marley & Hodgson, 1 E. Wacker 329-1600 

ixon L. Harper, v. p., farm r tv dir.; Joan Undell. timebuyer 

hW. Ayer, 135 S. LaSalle AN 3-7111 

EDO, 919 N. Michigan SU 7-9200 

arl Sutphin, media dir.; Russ Tolg, r tv dir.; Cora Hawkinson, James 

1 North, media buyers 
Enton & Bowles, 20 N. Wacker 782-2891 

ichard Burton, mgr. 
Ezell & Jacobs, 205 N. LaSalle CE 6-0870 

'hilip Rouda, v. p.. r tv; Glorya Bakken, timebuyer 
lo Burnett, Prudential Plaza CE 6-5959 

homas A. Wright, Jr.. v. p., media; Harold G. Tillson, manager media; 
jr. Seymour Banks, v. p.. media research; Ron Kaatz, mgr. media & 
igm anal.; G. Stanton. G. Pfleger, B. Oberholtzer, D. Coons. D. Ar- 
lold, supervisors; D. Seidel. M. Saxon, D. Carlson, D. Amos, K. Eddy, 
i. French, B. Harmon, B. Eckert, assoc. supervisors; V. Auty, E. 

featty. C. Wilcox, M. White. S. Wilson, G. Miller, M. Ruxton, J, 
acmarek, C. Lehwald, J. Calvin. D. Mincheff. M. Kennerly, D. Switz- 
r. L. Bumba, J. Kelly. R. Taylor. B. Cherkezian, J. Riley, P. Mazzone, 
M Miles. J. Stafford, timebuyers 

impbell-Ewald, 230 N. Michigan CE 6-1946 

R. D. O'Connor, mgr. 

>mpbell-Mithun, 913 Palmolive Bldg DE 7-7553 

Warren Menaker, Robert Zschunke. media directors; Dwight S. Rey- 
nolds, Katherine Thulin, Harvey Mann. Edwin Berg, J. Haller, media 

ompton, 111 W. Jackson 427-4642 

Clifford Bolgard, Andrew Zeis, media dirs.; Edith Hansen, Cecelia 
Odziomek, Pat Brower, Almeda Wilbor. timebuyers 

'Arcy, Prudential Plaza WH 3-3600 

William R. Barker, media dir.; Tom Henry, broadcast dir.; Melba Bay- 
ard, media acct. supvr.; Paul Gillette, med. research mgr. ; Doug 
Slye, med. buyer; Gordon Gredell. Ted Giovan. timebuyers 

'. B. Doner, 35 E. Wacker AN 3-7800 

Robert Cohen, med. sup. and timebuyer 

oremus, 208 S. LaSalle CE 6-9132 

Charles Greene, v. p. & med. d ; r. 

'oyle Dane Bernbach, 645 N. Michigan 943-7722 

Daniel J. Sullivan, mgr. Chicago 

WR&R, 410 N. Michigan 467-1880 

George Anderson, v. p. r tv; Angelo Antonucci. broadcast production; 
- Holly Shively, Irene Hess, timebuyers; Helen MacWhorter, asst. buyer 

oote, Cone & Belding, 155 E. Superior SU 7-4800 

Edward M. Stern, v. p.. media dir. ; Robert E. Ryan, mgr. ; Gwen Dargel. 
head timebuyer; Chambers, Fromherz. Hart, Taboloff, buyers 

albert Frank-Guenther Law, 1 N. LaSalle DE 2-6424 

Donald Fulton, broadcast media 

-linton E. Frank, 2400 Merchandise Mart 527-5900 

A. S. Trude, Jr.. v.p., media dir.; Ruth Babick Lewis, timebuying 
supvr.; Buckingham W. Gunn. Sr.. v.p. & dir. of broadcast services; 
Judy Shapiro, timebuyer 

■"uller & Smith & Ross, Wrigley Bldg 467-6800 

Robert Powell, med. dir. ; Miss C. Levenson, Maureen Geimer, Mildred 

1 Richardson, timebuyers 

Seyer, Morey, Ballard, 645 N. Michigan MO 4-8400 

Richard C. Art. media dir.; Jack Stilwill. r tv dir. 

Sourfain Loeff & Adler, 35 E. Wacker ST 2-0616 

Marlene Pohn. timebuyer; Jaqueline Pond. asst. timebuyer 

Grant, 919 N. Michigan SU 7-6500 

Reginald L. Dellow, v.p., media dir 
George H. Hartman, 307 N. Michigan AN 3-0130 

Leonard Kay, media dir ; June Kemper, timebuyer 
Hill, Rogers, Mason & Scott, 6 N. Michigan AN 3-3138 

George Kleitz, media dir.; Harry Sager, asst. med. dir.; Marian Man- 

zer, media group supvr.; Selma Lock. Nora McMahon, Martha Mc- 
Allister, Barbara Miller, timebuyers 
Kenyon & Eckhardt, 221 N. LaSalle Fl 6-4020 

Richard Trea. media dir.; Joan Blackman, med. buyer-, A. James 

Foley, Jr.. timebuyer 
Klau-Van Pietersom-Dunlap, 520 N. Michigan 644-3061 

Chas. J. Nesbitt. v.p. 
Marsteller, 1 E. Wacker Drive 329-1100 

Elaine Kortas, media mgr.; Linda Pollak, asst. med. dir. & timebuyer 
Maxon, 919 N. Michigan WH 4-1676 

Richard S. Sachsey. r tv 
McCann-Erickson, 318 S. Michigan WE 9-3700 

Bill Grame, med. dir. ; Andy Purcell, asst. med. dir.; Ruth Leach, 

Arthur Meyerhoff & Assocs., 410 N. Michigan... DE 7-7860 

Francine Goldfine, supvr.; Evelyn Adell, Pat Gray. Edmund Kasser, 

Tom Spasari, Carol Spring, Rose Paras, timebuyers 
Needham, Louis & Brorby, Prudential Plaza....WH 4-3400 

Blair Vedder, Jr.. v.p., media dir.; John Cole, mgr. broadcast section; 

Arnold E. Johnson, v.p. & dir. of broadcast facilities, J. Scott Keck, 

v.p. & dir. tv r programing; George Riedle, Don Putzier, Everett M. 

Nelson, Gordon F. Buck, media supvrs.: Marianne Monahan, Mark S. 

Oken, John Stetson, timebuyers 
North, 2100 Merchandise Mart 527-5030 

Martin Ryan, dir. of med.; Betty Lavatym, media supvr. ; Marianne 

Lixie, Sarah Hoyer, media buyers 
Ogilvy, Benson & Mather, 624 S. Michigan 922-0035 

Bob Powell, mgr. 
Post-Keyes-Gardner, 919 N. Michigan WH 3-2880 

Dr. Ho Sheng Sun, media res. dir.; Helen Wood, r tv media mgr. ; 

Miss Merle Myers, head timebuyer 

Reach, McClinton, Prudential Plaza SU 7-9722 

FRC&H, 400 N. Michigan 467-5970 

Virginia Monfredini. r tv dir. 
Roche, Rickerd-Henri, Hurst, 520 N. Michigan 467-1966 

Lee Carlson, med. dir.; Isabel McCaulay, r tv dir. & timebuyer 
Tatham-Laird, 64 E. Jackson 427-3700 

George Bolas. v.p.. media dir.; Jack Bard. med. dir.; Dan McGrath. 

Roy Boyer. media supvrs.; Annette Malpede. Mary Rodger. George 

Stanton, Joan Temple, Larry Olshan. Morton O'Meara, media buyers 
J. Walter Thompson, 410 N. Michigan MO 4-6700 

John deVevec. v.p.. media dir.; A. G. Ensrud. E. K. Grady, David 

Haughey, Lowell Helman, Robert Thurmond, assoc. media dirs.; 

Ed. Fitzgerald, r tv mgr.: Harry Furlong. Sylvia Rut. Margaret Well- 
ington, Larry Claypool, John Harper, med. buyers 
Wade, 20 N. Wacker Fl 6-2100 

D. S. Williams, v.p., media dir. : J. G. Schroeder. assoc. media dir.; 

R A. Coolidge. media mgr.; Avid M. Anderson. Leonard Materna, 

Nancy Sweet. Fran Stoll. media buyers 
E. H. Weiss, 360 N. Michigan CE 6-7252 

Nathan Pinsof. v.p.. media dir.: Armella Selsor, Harry Pick, Marilyn 

Wolf. Fred McCormack. Bruce Galler. media buyers 
Young & Rubicam, 1 E. Wacker 329-0750 

Richard Anderson, dir., media rel. ; Frank Grady, media mgr.: Rich- 
ard G. Stevens, senior buyer: Margaret M. McGrath. timebuyer 

The Mark of 
the Newest in 
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In the TR-22, RCA presents a "New Generation" o 
TV Tape Recorders ... fully transistorized! It give: 
you new ease of operation, new space-saving econ 
omy and new reliability. The TR-22's are already 
in operation in the USA, Canada, and Europe..' 
assuring superior picture quality. 

The Most Trusted Name 
in Television 


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Permit No. 47613 
New York, N. Y. 

sponsor-week Networks 

77 Strip' back for 6th; 
ABC slots Barry series 

ABC TV has set a two-hour Fri- 
day night block in its fall schedule, 
beginning with 77 Sunset Strip 
at 7:30 p.m. and followed by a new 
drama series starring Gene Barry 
as a millionaire cop. The slotting 
of Strip ends rumors the peren- 
nial wouldn't be back for its sixth 
season on ABC. The network 
stressed renewal of the Warner 
Bros, product was on its own initi- 
ative, rather than advertisers. 

The new Barry series has no 
title as yet, but has signed one ad- 
vertiser Manley & James Labs for 
I Contac, via Foote, Cone & Belding. 
| Produced by Four Star Television, 
it was originally a segment of the 
Dick Powell Theatre and starred 
the late actor. 

In addition to Barry, the series 
will star Gary Conway and Regis 
Toomey. The pilot was produced 
by Aaron Spelling and directed by 
Hy Averbach. 

RCA asks satellite stock 

RCA Communications, Inc., has 
applied to the FCC for authoriza- 
tion to purchase shares of stock in 
the Communications Satellite 

j Corp., which has been organized to 
own and operate the nation's com- 
mercial satellite communications 

, systems. 

The RCA subsidiary told the 

I FCC that as a prospective user of 
the communications satellite sys- 
tem, it "desires the opportunity to 
participate in its development, es- 
tablishment and operation." 

Ford, Marlboro signed 
as nat'l NFL sponsors 

CBS TV has signed two national 
sponsors for quarter shares each of 
the 94-game regular season Na- 
tional Football League schedule. 
To run from 15 September thru 
15 December, this will be the net- 
work's second successive year of ex- 
(Iusive NFL coverage. 

National sponsors are Ford Divi- 
sion of Ford Motor, thru J. Walter 
Thompson, and Marlboro Cigar- 
ettes, via Leo Burnett Co. The re- 

SP0NS0R/' april 1963 

maining half sponsorship will be 
on a regional basis. 

Three games will be aired coast- 
to-coast, and the rest on a regional 
basis, with CBS TV presenting 
seven of the contests simultaneous- 
ly most Sunday afternoons. Twelve 
regional networks will carry the 
games, with two-man teams of 
sportscasters to be selected for their 

NBC spending $1.25 mil. 
on new color equipment 

NBC this spring will complete a 
$1,250,000 color tv project which 
involves equiping its color cameras 
and color tape machines in the two 
major broadcasting centers of New 
York and Burbank, Cal., with the 
latest equipment, to further stabi- 
lize the network's colorcasts. 

In addition, for live color broad- 
casts all NBC color cameras now 
include the latest precision color 
components, consisting of self-reg- 
ulatory equipment which makes 
the camera's internal operation 
like a thermostat. If a picture be- 
gins to shift or drift camera cor- 
rects itself automatically. 

Included in the many color tape 
machine innovations is the locking 
together of two of them so that un- 
ique photographic effects, such as 
synchronized dissolves, can be ob- 

tained during the taping or editing 
ol a color program. 

Kudos: The premiere episode ol 
NBC TV's Sam Benedict series has 
been nominated for the American 
Bar Assn.'s 1963 Gavel Awards, to 
be named at the annual meeting in 
Chicago 12-14 August. . . Presenta- 
tion of a student award to CBS 
newsman Walter Cronkite will 
highlight the Professional Day pro- 
gram of Boston University's School 
of Public Relations and Communi- 
cations on 2 April. . . The Interna- 
tional Rescue Committee gave a 
special award to NBC for its tele- 
cast of The Tunnel, a 90-minute 
documentary on the building of an 
route under the Berlin Wall which 
resulted in the rescue of 59 refugees 
from East Germany. 

Sales: Reynolds Metals (L&N) pur- 
chased full-hour alternate-week 
sponsorship of new Richard Boone 
Shoiv, Tuesday night entry in the 
1963-64 schedule for NBC TV. 
Colgate-Palmolive, via D'Arcy, 
signed as full-sponsor of Harry's 
Girls, NBC TV half-hour series 


Arthur Sulzburgh to assistant re- 
search director for CBS TV stations 
division. He's been promotion 
manager for SRDS Data. 

ABC cops tv rights to '64 Olympic Games at Innsbruck 

Thomas Moore (r), ABC v. p. in charge of the tv network, couldn't be happier about the program- 
ing coup which gives his network world-wide (except Eurovision and Intervision) rights to the 
ninth Winter Olympic Games. Dr. Heinrich Drimmel, pres. of Austrian Olympic Committee, signs 


sponsor-week Stations 

Computer just a zombie Bunker 

"The computer is upon us, and 
ii promises very greal advantages 
for better media selection and mar- 
keting strategy. But we must now 
develop better radio research to put 
into (he computers or suffer annihi- 
lation 1>\ drowning in a cascade ol 
invalid data spewed out by the 
computers too rapidly for us to 
keep up with it and explain away," 
according to RAB president Ed- 
mund C. Bunker. 

He told the IRIS newsmaker 
luncheon last week that a computer 
is essentially a Zombie like those in 
the Grade I> movies ol the past, in 
that each could only do certain 
highly defined tasks. "The com- 
putet doesn't evaluate the facts, or 
improve them, or fumigate them. 
or dehydrate them. It doesn't even 
know ii they are facts," Bunker 
pointed out. 

"Those in media measurement 
ought to devote time to experimen- 











, wjhg-tv . 

Raymond E. Carow | CH . 7 . PANAMACITY 
General Manager ^ p LA 


* ARB, Nov. '61 

One buy— one bill— one 


Or stations may be bought 

individually for specific 


Represented nationally by 
Venard, Torbet, McConnell, Inc. 
In the South by James S. Ayers Co. 


laiion to prove thai the data the\ 
have is worth being whirled around 
at such great speed in the com- 
puters," he said. "The past experi- 
ence in radio has demonstrated the 
inherent dangers to our medium in 
allowing firms to measure us who 
have not thoroughly developed 
I heir methodology or who have 
failed to keep up with the times." 
Bunker also noted that R.\P> has 
just issued findings ol a study it 
commissioned which measures ra- 
dio mote completely and suggests 
how to fit media together with their 
strengths complementing one an- 
other. Titled "Why Buy Radio 
Now That T\ Is So Big," it di- 
vides the tv audience into filths — 
or quintiles — covering adults only, 
"who are the actual buyers for most 
goods and services." (This will be 
interpreted in the H April issue of 


Looking to RAB's future. Bunker 
said that in addition to the prime 
target of more effective research, 
the organization plans to divide its 
effort to provide separate services 
for small and large markets. This 
entails setting up a Small Market 
Division which will "fight and work 
to do a job lor the smaller-market 

He also indicated a separate 
Plans Board may he set up consist- 
ing ol stations and other broadcast 
linns which operate in smaller mar- 

Bunker emphasized that "if we 
can make a contribution to bettei 
radio selling in smaller markets, 
then bigget markets gain . . . My 
only concern is that we truly serve 
the small markets — and that wc 
truly serve the big markets — with- 
out a push-and-pull of direction be- 
tween them . . . We can do lor each 
segment of radio what that segment 
is willing to have clone." 

Int'l pix pack, new series 
into syndie tv via 7 Arts 

Seven Arts Associated at the 
weekend placed into tv distribution 
30 international "Films ol the '50s" 
comprising Vol. <i, plus The Em- ' 
mett Kelly Show, En France, 
Mahalia Jackson Sings and Laffs. 

The motion picture package, 
which includes some color films, is ' 
dubbed in English. Vol. 6, as well 
as the series, were introduced at 
the TFE-T>3 exhibit during the 
NAB convention in Chicago. 

Kelly consists ol 39 half-hours 
starring famous clown Kmmett 
Kelly. En France features Dawn 
Addams in L'(> half-hour French 

Station swamped with 2,160 labels in month-long offer 

KVOO, Tulsa, listeners who sent in the front of a 50-pound bag of Aureomycin Crumbles to the 
station got a free livestock kit. Some 2,160 labels flooded the mail representing over 54 tons of 
Aureomycin Crumbles. Offer was made on Carl Meyerdirk's program sponsored by American Cynamid 


SPONSOR/ 1 april 1963 

lessons; the Mahalia Jackson skein 
stars the gospel singer in 82 five- 
minute programs, and Laffs com- 
prises (kj one-minute shows featur- 
ing corned) sketches with accom 
panying funny background music , 
each a complete "blackout" gag. 

Official's 'Biography IT 
lensing Willkie actuality 

Official Films' second year ol 
Biography will include hall-hour t\ 
actuality films on the life ol Pope 
Pius XII. fohn II. Glenn, Jr., Fidel 
Castro, Konrad Adenauer, and 
Fanion de Valera, in addition to 
the now lensing one on Wendell 

Produced lor Official by David L. 
W'olpei and narrated by Mike Wal- 
lace, Biography II will also look at 
six women: Grace Kelly, Helen 
Keller, Babe Didrikson, Eva Peron, 
Princess Margaret, and Mine. 
Chiang Kai-shek. 

Mid-States' $1,750,000 
buys three Mo. stations 

Mid-Slates Broadcasting Corp., 
ol Fast Lansing, has purchased 
KFEQ (AM-TV), St. Joseph, Mo., 
and KLIK, fefferson City, Mo., for 
$1,750,000, subject to FCC approv- 
al. Mid-States currently owns fm 
stations WSWM, Fast Lansing, and 
WQDC, Midland, Mich., and has 
substantial interest in WGMZ 
(FM), Flint, and WABX (FM). De- 

The sellers arejesse 1)., Oscar K., 
Isadore [., and Eugene P. Fine, 
Theodore M. Nelson, and Marvin 
Cohen. Nelson continues to own 
WSCM, Panama City Beach, Fla. 
Officers in Mid-States are John P. 
McGoff, president, and Michael 
Dow, Philip Munson, and Clarence 
E. Rhoads. Negotiations were han- 
dled by Hamilton-Landis & Asso- 

KFEQ-TV is a vhl affiliate ol 
CBS; KFEO-AM is a 5,000-watt 
lulltimei, and KLIK is a 5,000-watt 

Half-mil. in syndie sales 
for hr. 'Powell Theatre' 

The Did; Powell Theatre, wind- 
ing up its second season on NBC 
TV, has been placed into off-net- 
work syndication by Four Star Dis- 
tribution Corp., which has already 


The following table, inn in Data Digest, 2* March issue, had incorrect 
figures m the 1:00 [>.ni. and 1:00 fun. listing 


Monday through Friday 










1:00 p.m. 




















2:00 p.m. 




















3:00 p.m. 




















Nielsen Telerision In. 

Total 1 s. t\ 1 les 

Average audience i"'i 


islng t\ quavte 

minute during 

h averages 

laytime quarter hours 

racked up $500,000 in sales to 
WNBO, o&o in Chicago: WDAF- 
TV, NBC affiliate in Kansas City, 
and indies WPIX, New York, and 
KCTO-TV (formerly KTVR), Den- 

ver, Colorado. 

The hour series, which pre- 
miered in the tall of '01 with 
Powell as executive producer and 
host, received seven Emmy nomina- 


gives you 
28.8% more WOMEN 

Since Nov. -Dec, 1957, NS! Reports have never given 
WAVE-TV less than 28.8% more viewers than Station 
B in the average quarter-hour of any average week! 

And the superiority during those years has gone 
as high as 63.6% more viewers! 

More viewers = more impressions = more sales! 
Ask Katz for the complete story. 

LOUISVILLE, Channel 3 

WFIE-TV, Evansville • WFRV (TV), Green Bay • WAVE Radio, Louisville 
All NBC, All Represented By THE KATZ AGENCY 

SPONSOR I April 1963 


sponsor-week Stations 

tions in four categories during the 
'61 -'62 season and produced a win- 
ner in Peter Fa Ik's Price of Toma- 
toes segment. There are 60 epi- 
sodes available. 

Have camera, will travel 

That seems to be the motto at 
busy WSYR-TV, Syracuse, where 
cameramen have lately traveled to 
Guantanamo Naval Base, Cuba, 
Jamaica, West Indies, and New 
York City to firm public service 

The show on Guantanamo was 
an hour-long venture called Free- 
dom's Wedge which featured se- 
quences of Syracusans and their 
families attached to the base. Two 
other programs were shot all in 
color, the first such to be made by 
a Central New York station. Ja- 
maica School Marm was a 60-min- 
ute film documentary on the Peace 
Corps and International Flower 
Show a half-hour on the world's 
largest floral exhibition held in 
New York. 

NAB asks FCC to delay 
new log, transmitter regs 

rhe FCC has been asked by NAT. 
to postpone the effective date from 
8 April to 8 | une on its order im- 
posing new transmitter inspection 
requirements on broadcast stations. 
NAB sought the delay to afford sta- 
tions sufficient time to put the new 
requirements into practice. 

The FCC order would permit 
stations to keep their operating log 
by automatic means, establish a 
new log to be known as the main- 
tenance log and require a five-day- 
a-week inspection of all am and 
fm transmitting equipment by a 
first-class engineer. 

Big boon for fm 

A still rare phenomenon — a pack- 
aged-for-fm-only radio program — 
has been picked up by the Lincoln- 
Mercury western regional dealers 
assn., via Kenyon & Eckhardt's San 
Francisco office. 

Half-hour show called Lincoln 
Continental Arts Concert was 

launched on T2. stations in 17 <itic 
in Oregon, Washington, Nevad;' 
Utah, Colorado, New Mexico, and 
northern California. Show runs pr 
marily on weekends in early evt 1 
ning slots for 13 weeks. 

Sports Network fed 125 

Goodyear, Texaco, and Reynold 
Tobacco were among the sponsor:.; 
as Sports Network, Inc., providec 
some 125 stations with live telecast; 
of all games in the 1963 NCAA, 
basketball tournament. 

Coverage included regional elim- 
inations, regional finals, national 
semi-finals and the championship 

Grass Roots 

On the sales side: Continental/ In- 
ternational Productions sold its 
syndicated radio programs in 14 
domestic and over 30 foreign mar- 
kets. C/I produces and distributes 
This is Steve Allen, Sammy Davis, ' 
Jr. 'That's Fntertainmetit', Johnny ' 
Green's World of Music, The Mil- ' 
ton Cross Show, as well as the new 


Newsmakers in tv radio advertising 

Richard L. Matthews has been 
named to the newly-created post 
of director of advertising admin- 
istration at Warner-Lambert 
Pharmaceutical Co. Matthews 
had formerly been associated 
with Procter & Gamble where 
he gained wide experience in the 
advertising and marketing of 
consumer products in domestic 
and international fields. 

Dick Harris, former KOA-TV, 
Denver, sales manager, has been 
named station manager and sales 
director. He joined KOA in 1953 
as promotion manager. Previ- 
ously, he was with Cowles Broad- 
casting. Also, Gene Crubb, 
former KOA (AM/FM) sales 
manager, moves up to the post 
of station manager and sales di- 

Ted Eiland, manager of sales de- 
velopment for Rust Craft Broad- 
(asting Co., has been appointed 
general manager of WSTV-TV, 
Wheeling-Steubenville, flagship 
station of the Rust Craft Group. 
Previously, Eiland was v. p. and 
general manager of \V LOS-TV 
(AM/FM) in the Carolinas. Prior 
to that he was general manager 
of WPTV-TV, Palm Beach, Ma. 

Lloyd E. Cooney has been pro- 
moted to vice president and gen- 
eral manager of KSL-TV in Salt 
Lake City. Cooney joined the 
station in 1954 as an account ex- 
ecutive after serving as public 
relations director of Blue Cross- 
Blue Shield. He was named lo- 
cal sales manager in 1959. In 
1961 he was appointed station 
manager of KSL television. 

miiiiii!' :t u -, ; .;■ .iiiii ■ '■ ■- ; ■ i:i ; ii: ■ ■: .11;::.: !! :;; :t: iiimi!!': .:: ; :i i ! ' !- : . 1 1 1 u '!i! 1 1 ui;: ; in 1 ' 1 : ::,;iin-f ■ . .■,? iiiiiiiii iiiiiiiiiniiiiimi i!iiiiiiiiiiiiiiiiiiiiiiiiiiiiii|iiiiiiiiniiiiiiiiiiiiiiiiiiiiy 


SPONSOR/ 1 april 1963 

KABC-TV, Los Angeles 



v comedy series Sebastian Cabot 
nd the Crime Busters . . . Setting 
vhat may be an all-time record foi 
v spot sales, KTTV, Los Angeles, 
old out its Friday Movie the same 
lay that the program was an 
lounced to the station's sales de- 
triments. Series kicks off 19 April, 
eplacing Colgate Theatre in the 
•riday night, 8-10 p.m. period . . . 
Reynolds Tobacco purchased one- 
hird sponsorship of 1963 Milwau- 
kee Braves baseball telecasts on 
WTMJ-TV, to join Pabst Brewing, 
\liich also has a third. 

Programing notes: When 200 high 
school seniors take over the State 
House helm as student government 
)fficials on 5 April, WNAC-TV, 
Boston, will telecast the inaugural 
ceremonies from 10-10:30 a.m. and 
VVNAC will broadcast the same 
portion from 8:15-8:45 p.m. that 
light so the students may hear 
themselves. . . Children's reactions 
to situations form the intriguing 
basis of The Paul Winchell Shoiv 
which debuted 31 March over 

. Two 
special report series on 
WLIB, New York, originally 
planned as a three-week grouping 
in the public interest, have been 
extended through mid-April. The 
programs, presented in cooperation 
with the New York City Commis- 
sion on Human Rights and with 
HARYOU (Harlem Youth Unlim- 
ited), are being heard Sundays 4:30 
to 5 p.m. and 5:30 to 6 p.m. respec- 
tively . . . KYW, Cleveland, is salut- 
ing the arts with a special series of 
Friday night programs devoted to 
music, poetry, theater and painting. 
First program was an hour-long 
documentary called A Musician in 
the House, featuring a look into 
the home-life of the musicians who 
form the Cleveland Symphony Or- 

Days of wine and roses: One of the 
more sparkling station anniversary 
promotions comes from KTVU, 
San Francisco-Oakland, saluting its 
fifth anniversary this month. It's 
a tall and sparkling bottle of Cali- 
fornia White Burgundy. 

You can get in touch with: Robert 
O'Connor and Gary Eckard, two 
Boiling executives who recently set 
up their own shop— Roger O'Con- 

SP0NS0R/1 april 1963 

.'.iillllllilllllllllllllllMIII Ili[[lllllllllll!!llli:ill!!lll!l!l[llll!l!l Nllllllllllllilllllll:llllllllllUIL' 

TvB Sales Clinic Dates 

4 April 

Wilkes Barre-Scranton 
New Haven 

15 April 

Fort Wayne 

16 April 


17 April 


19 April 


Grand Rapids 


22 April 




23 April 


24 April 




25 April 


26 April 


29 April 

Des Moines 




30 April 


nor, Inc.-at TN 7-9595. Address 
is 270 Park Avenue, New York 17. 

Another time around: Fred A. 
Niles Communication Centers will 
produce a second series of Ed A lien 
Time, a syndicated exercise show 
now in 32 markets. The new 39- 
week series is comprised of 195 
half-hour shows and will be avail- 
able 2 September. 

Sales: MCA-TV added 14 station 
sales for its off-network half-hour 
series, with Bachelor Father having 
the greatest spurt with sales to 
WOC-TV, Davenport; KCRA-TV, 
Sacramento; KNTV, San Jose; 
KEZI-TV, Eugene; WRCV, Phila- 
delphia; WAGA-TV, Atlanta: and 
WGR-TV, Buffalo . . . Allied Art- 
ists Tv's Bomba, the Jungle Boy 
features to eight more stations, 
raising total markets to 70 . . . 
Foreign sales for Bill Burrud's 
True Adventure color series to As- 
sociated Rediffusion in England, 
Trans-Global in Japan, and J. A. 
LaPointe, Ltd., for French Canada 
. . . Fremantle sold VBS Six-Pac, 
series of Victor Borge/Selden hour 
specials to Nederlandse Televisie 
Stichting in Holland and Vllamese 

Television in Belghrm . . . United 
Artists Associated's Showcase for 
the Sixties passed the 101-slation 
mark with sales to KPRC, Hous- 
ton; WTMJ, Milwaukee, Peoria; 
WGAL, Lancaster; WWLP, Spring- 
field; and WFLA, Tampa. New 
sales were also scored on the A -OK 
package of UA movies and Box 
Office 26. Nine stations renewed 
the 234 Popeye cartoons. 


Changing hands: Dickens J. Wright 
Associates has taken over control 
of KRE (AM & FM), Berkeley. 
Wright was former owner of 
WPAT, New York . . . WGTC, 
Greenville, purchased by Roy H. 
Park Radio for $200,000, from A. 
W. Lewin, president of WGTC 
Broadcasting Co. Park said that 
rapid development of fm would be 
undertaken at once. 
Appointments: Mort Bassett ap- 
pointed national sales rep for 
VVRGM, Richmond, and the seven 
stations of the Connecticut State 
Network, including WHAY, Hart- 
ford, WNHC, New Haven, WNAB, 
Bridgeport, WSTC, Stamford, 
WATR, Waterbury, WTOR, Tor- 
rington, and WICH, Norwich . . . 
KRLA, Los Angeles, to Avery- 
Knodel, for all areas of the country, 
via a supplementary agreement . . . 
WHIL, Boston, WOCB, Cape Cod, 
\\ RAM, Monmouth, WNBH, New 
Bedford, WIZZ, Streator, and 
KAIL-TV, Fresno, to Vic Piano. 


O. B. Snow to sales account execu- 
tive for WZZM-TV, Grand Rap- 

Robert I. Queen, former managing 
editor of Radio Television Daily 
and copy editor for CBS Radio, to 
director of information services for 
Pratt Institute. 

John Petty elevated to general sales 
manager of KPTV, Portland. 
John E. Kane to manager and 
Walter Emery to local sales man- 
ager of WHEB, Portsmouth. 
Edward G. Sheridan, Jr., to gen- 
eral manager of KBOX, Dallas, 
from executive vice president and 
general manager of WAVY (AM 
& FM), Norfolk. 

Chuck Howard to sales manager of 
KFMX (FM) , San Diego, from the 
same post at KJLM (FM) , also San 



He just didn't know that North Caro- 
lina's No. 1 metropolitan market is 
the fabulous 3-city "tricorn" — Winston- 
Salem, Greensboro, High Point — No. 1 
in population, households, retail sales. 
Knowing that gets you in this exclusive 
club, Harry. Then schedule WSJS tele- 
vision, the No. 1 way to saturate the 
Tricorn Market, and you'll get a Club 
hat with teathers provided it fits your 
tousled wig! 



Represented by Peters, Griffin, Woodward, Inc 


WALA-TV is the only Mobile sta- 
tion that also delivers city-grade 
coverage in Pensacola . . . 
PLUS coverage of the rich Missis- 
sippi Gulf Coast; the industries 
and military installations of West 
Florida and dozens of inland cities 
and towns. 



The WALA-TV Market- 
nearly $2 BILLION to spend! 


Select Stations, Inc. 


Clarke Brown Co. 



David (>. Brydson to director of 
station relations for TvB oi Can- 

Kenneth R. Groes i<> genera] sales 
manage) ol KERO-TV, Bakersfield, 
replacing Roland T. Key who re- 

Robert E. Gilbert to production 
manage] foi WRC-TV, Washing- 
ion, i). c. 

Kent E. Wilson to new post ol di- 
rector ol operations, KERO-TV, 
Bakersfield, following the promo- 
tion ol Kenneth R. (.iocs from 
program director, and Roderick E. 
O'Harra to local sales manager. 

Duane L. Watts to the board ol di- 
rectorsol KHAS-TV, Hastings. He's 
genera] manager ol the Nebraska 


Charles C. Bowdoin to program di- 
rector and Pat Fallon to account 
executive, WWRI, West Warwick. 
R. I. 

Thomas E. Gildersleeve to sales 
manager and Lloyd C. (Bob) Story, 
Jr., to vice president and opera- 
tions manager at WHIH, Norfolk. 

Richard William Matthews to na- 
tional sales coordinator for K.YW. 
Cleveland, replacing John Dinge- 
thal who moves to KYW-TV in 
similar c apacity. 
Lee Bickford to general manager 

ol WHIM. Providence, from re; 
gional sales manager ol WPRO 
Providen< e. 

John K. M. McCaffeiy to WI'IX 
New York, news connucnlaloi el 
lc< ii\e 27 May. 

M. R. (Lefty) Huntzinger to sale: 
executive ol WLW-I, Indianapolis 
Nicholas P. O'Neill to national ac 
count exec utive with RAB. 

Thomas L. Davis, general managfl 
ol WAAF, Chicago, for past VI. 
years, to vice president ol (iornjl 
Bell Publishers, parent firm ol sta ■'* 
lion and publisher of, anions 
others, Drovers' Journal. 

Paul Plunkett, Bernie Perlin, and 
Mrs. Arthur M. Schwartz to vice 
presidents ol Old Pueblo Broad- 1 
casting, owner ol KOLD-TV, Tuc- 

Ken Stratton to sales manager ol 
KCBS, San Francisco. 

Chuck Heiser to national sales rep- 
resentative for VVCAr, Philadel- ' 
phi a. 

Paul LaGasse to the WW J. De- 
troit, sales stall. 


olor td 

in a 
,«i the t 

tee are' 
p sei h 

|ay H. Smolin to manager, adver- 
tising and promotion, WNBC-TV, 
New York. 

Jack B. Weiner resigns as director 
ol public relations ol TvB, cllec- 
tive 15 April. ^ 

.mil ."in 
in wow 


Him mil 
petal \ 

i ilit 
nil be 




Chicago admen welcome SPONSOR'S New midwest editor 

The Carriage House in Chicago was the scene where CBS Spot Radio and Compton welcomed Wini- 
fred Callery. Here (l-r): Compton's John Hartigan; CBS Radio Spot Sales' Charles Burge, sales 
manager; Winifred Callery; CBS Spot Sales' James Francis; and Compton's Thomas Lauer 




*«?!■« L» 1« E* It %r 


By Hardie Frieberg 

Telesynd division 
Wrather Corp. 

Syndicators prepare for color tv 

olor television lias come of age 
technically, but ii still lias a few 
ars to go before its lull financial 
ptential will be utilized. There 
re presently slightly more than a 
lillion color sets in use through- 
lut the country. Surveys indicate 
lere are 2.3 viewers for each black- 
ncl-white receiver, but 5-6 viewers 
>er set for each telecast in color, 
thus, when all three networks 
chedule color, color television 
hould have between 15 million 
uicl 30 million ucekh viewers with- 
n two years. 

Although 95% of NBC affiliates 
iow are equipped to transmit the 
network's shows in color, only 25% 
have the facilities to originate their 
iwn color shows. Within the next 
leveral years technological advances 
ill economically permit local sta- 
ions to both transmit and originate 
olor. • 

When the changeover takes place 
on the local level, the syndicators 
will be able to market their color 
product on a national scale. Not 
all shows lend themselves to color 
viewing. For example, situation 
comedies and dramatic shows, shot 
primarily indoors, gain little by the 
addition of color. The Inst use of 
color will be in programs utilizing 
a maximum of exteriors, bright cos- 
tuming, and last outdoor action. 

Telesynd, a division ol Wrather 
Corporation, currently has two ac- 
tion-adventure series in color, but 
only one is being made available 
lor syndication in color at the pres- 
ent lime. A lew years ago Wrather 
Corporation purchased 78 episodes 
of Sergeant Preston o) the Yukon 
in color. Although lew people in 
the industry could foresee a future 
lor color at the time, Wrather Cor- 
poration recognized the potential 
and consummated the deal. The 
Sergeant Preston shows have been 
syndicated in black and white in a 
handful of major markets and have 
only recently been made available 
to stations in color. 

Some technicians feel that color 
film looks better in black and white 
than black and white film. Trans- 
mission of color on stations with 
only black and white facilities adds 
depth and sharper definition to the 
picture, according to the broadcast 

Telesynd also owns 40 half-hour 
/.one Ranger episodes in color, and 
is presently studying the possibility 
of releasing them. Already, a full 
length Lone Ranger feature film in 
color has been sold by Telesynd 
in 50 markets. 

The potential buyer of color syn- 
dicated shows naturally wants to 
know how much more it will cost. 

Hardie Frieberg t president of Tele- 
synd, a division of Wrather Corp., 
started his career as a public rela- 
tions man, then entered television 
and radio production with Faye 
Emerson and the Gabor sisters be- 
fore entering tv syndication. Prior 
to election as president of Telesynd 
in August, 1961, he served first with 
Ziv, then with Television Programs 
of America, and later with Inde- 
pendent Television Corp. 

New methods of producing color 
shows on tape and other advances 
will make it possible to sell color 
shows on a realistic price basis. 
When color reaches lull maturity, 
the price will be approximately 15- 
20% above black and white, tape 
being cheaper, 10% or lower for 
color. Of course, the accuracy of 
this estimate will be determined 
finally by many factors still to be 

The television industry is draw- 
ing heavily upon the motion pic- 
ture industry's vast experience with 
color film. The picture industry 
does not employ color capriciously, 
but only to heighten the effect of 
certain types of productions. For 
this reason, although Hollywood 
has had color for many years, only 
a small percentage of its films are 
today produced in color. 

Color television presents less of 
financial risk to producers than was 
faced by early producers of color 
motion pictures. Television pro- 
ducers often know in advance that 
their series has a definite network 
and/or sponsor sale, else they con- 
fine production to one pilot film. 
Even today, movie producers do 
not know their financial position, 
after a heavy investment, until after 
the film has had its run of the 

Although the era of full-scale 
color syndication is several years 
away, the industry is already an- 
ticipating the demand. Many of 
the first-run color shows presently 
on the air will eventually be dis- 
tributed by syndicators. 

On a more personal level, we at 
Telesynd foresee that at the very 
least we will double our annual 
gross sales when color television 
comes of age. 

We also foresee the unforeseen — 
in other words, that the adoption 
and lull acceptance of color televi- 
sion will bring in its wake new de- 
mands, new products, new selling 
techniques, and new opportunities 
that we cannot even begin to think 
about or analyze today. 

Also, the industry's producers, in 
the knowledge that the full poten- 
tial of color tv — meaning local 
transmission, by most stations — is 
inevitable, are rechannelling their 
thoughts and their budgets toward 
that eventuality. There are excit- 
ing days ahead. ^ 

SPONSOR 1 april 1963 




President and Publisher 
Norman R. Glenn 

Executive Vice President 
Bernard Piatt 

Elaine Couper Glenn 



Robert M. Grebe 

Executive Editor 

Charles Sinclair 

Managing Editor 
Mary Lou Ponsell 

Art Editor 

Maury Kurtz 
Senioi Editors 
Jo Ranson 
H. William Falk 

Associate Editors 
Jane Pollak 
Barbara Love 
Audrey Heaney 

Copy Editor 
Tom Fitzsimmons 

Special Projects Editor 

David G. Wisely 

Assistant Editor 
Niki Kalish 

Chicago News Bureau 
Winifred Callery 


General Sales Manager 
Willard L. Dougherty 

Southern Sales Manager 
Herbert M. Martin Jr. 

Midwest Manager 
Paul Blair 

Western Manager 
John E. Pearson 

Northeast Sales Manager 
Edward J. Connor 

Production Manager 

Nancy McAllister 

Sales Secretary 

Mrs. Lydia D. Cockerille 


Jack Rayman 
John J. Kelly 
Mrs. Lydia Martinez 
Anna Arencibia 
Mrs. Lillian Berkof 


Assistant to the Publisher 
Charles L. Nash 

Mrs. Syd Guttman 
Mrs. Rose Alexander 

General Sen ices 
George Becker 
Madeline Camarda 
Michael Crocco 
Dorothy Van Leuven 
H. Ame Babcock 



Significant news, 
trends, buys in national 
spot tv and radio 

Gift Stars, a new idea involving in-package gift coupons, will start a tv 
campaign consisting of 60s, 20s, and I.D.s on 22 April. Campaign will 
run for seven weeks in a few selected Wesl Coasl markets. Radio cam- 
paign will run in same markets, starting with an intro drive on 1 April 
running for three weeks, and an impact campaign starting 22 April for 
seven weeks. Buyer ai [Castor, Hilton, Chesley, Clifford & Aiherton is 
Ro Gordon. 


Golden Press will start its campaign for Mechanix Illustrated encyclo- 
pedias in about 50 markets, running two and three week flights. Start 
date varies through April and May. Buyer Zee Guerra at Wexton looking 
for day minutes and prime 20s to reach housewives and the male audience. 
General Insurance buying fringe minutes in 15 markets to reach the 
male audience. Drive due to start 21 April, will consist of two flights 
for a total of 15 weeks. Marie Vitanza is the buyer at Lennen & Newell. 
General Mills' campaign for Red Barn Flour starts 15 April for a two- 
week run. Buyer Jack Cornet at D-F-S looking for night and daytime IDs 
Lever Brothers starting a 24-week campaign for Lux Liquid on 7 April. 
Buyer Larry Reynolds at J. Walter Thompson interested in night and 
daytime minutes. 

DIF Waterless Hand Cleaner campaign through Zubrow (Philadelphia) 
varies in start dates from 16 April to 16 May. Buyer Dave Lane interested 
in fringe, prime, and day minutes for the seven-week campaign. 
Prince Matchabelli will start a drive on 21 April to run three weeks. 
Buyer Dick Macaluso at J. Walter Thompson interested in nighttime 
chainbreaks and IDs. 

General Foods Birdseye Peas and Corn campaign slated for 15 April to 
run four weeks, being bought by Paul Theriault at Young &: Rubicam. 
Buyer is looking for early and late fringe minutes. 


Cinzano wine spring campaign will start soon in a number of major 
markets, and will run for several weeks. Buyer Jim Kelly at Fletcher 
Richards, Calkins & Holden interested in cocktail hour minutes to reach 
the adult audience. 

Fisher Body campaign due to begin 8 April is designed to reach at least 
45% of all listeners with auto registrations, mostly adult males 25 years 
of age or older. Campaign of minutes and 30s will run on several stations 
in each of the top 55 markets for from six to eight weeks. Buyer is Maria 
Caryas at Kudner. 

Phillies Bayuk Cigars is planning a campaign of heavy nights of minutes 
in traffic time to starl soon for a three-week duration. Buyer ai W'erman 
8c Schorr (Philadelphia) is Terry Falgiatore. 

Sunshine Biscuit five week campaign scheduled to begin in 50 markets 
the end of April. Plan includes 15 60s and 15 30s per week directed 
toward the housewife. Tom Delia Cone l>u\ ing at Cunningham & Walsh. 
Rainier Beer out ol Doyle Dane Bernbach's Seattle office starts a heavy 
schedule of I.D.s I June to run for 13 weeks in Oregon. Washington, 
Idaho, and Montana. Bill Zarkadis is the buyer. ^ 

SPONSOR/ 1 april 1963 



tness! No picture cap show the 
tional advertisers • . Ipr 
in net effective buying income . . . 
e earns wages 22% higher than 

irogressive civic and business 

ipsule only 34 
antic flight. 

t's true, one* t 
greatness ... but weel 
r... through KMOX Radi 

you ou 
you reach flie total market the most effective 
ily the "Voice of St. Louis" 

Louis weekly . . . the highest 
e nation's top ten markets! 



after hour 


after hour 


after hour 


...of quality, diversity, quantity — in the top Hour Pack- 
age in syndication. 

■ laramie —captures the West at its wildest, during 
those hectic years after the Civil War. Action in scenic 
Laramie, Wyoming. 124 Hours (60 in color). 

■ MICHAEL SHAYNE — brings the adventures of one of fic- 
tion's most popular private eyes to life. 32 Hours. 

■ 87TH precinct — focuses on realistic action, routine, 
tension of police detectives at work. 30 Hours. 

■ OUTLAWS — re-creates the action-saga of the taming 
of the Oklahoma territory. 50 Hours. 

■ cameo theater — encores great network hit dramas 
from Matinee Theater. 26 Hours. (All in Color.) 
Here's a total of 262 Hours (with 86 in color) that will 
work day after day building audiences and winning 
sponsors in your area. When these five programs were 
still on the network, they were favored by such blue- 
chip advertisers as Block Drug, Bulova, Ford, Gillette, 
Revlon, Sunbeam, Union Carbide. Use one or more or 
all these program series for Hours of extra impact. Find 
out exactly how they fit into your lineup through 

after hour 


NBC Films. 



TARGET p 37 

Banks reach for 
the sky with new 
promotion p. 41 

8 APRIL 1963— 40c a copy / $8 a year 

viewers seldom forget 
what is seen on 

the news 

Now, each weeknight 
at 7 & 11 pm on KTLA TV5 — the 

most significant change in television 
news coverage in years: 
A team of six in the field reporters 
bringing their on- the-air stories 
to viewers fresh from the scene. 
Views of the news transmitted live - 
more remotes than ever attempted 
before -made possible by the best 
equipped TV station news fleet anywhere 

Round-the-clock live cut-ins to the 
regular program schedule -you will 
have seen the important events the 
headlines only talk about. 

Not hampered by fixed formats - 
every story is given the full 
development it demands. 

Most news media report histor y. 
Robert Arthur, Bill Stout, Tom Harmon, 
Joe Benti, Tom Snyder, George Lewin - 

they bring Jife to TV news... 

be a pari of i news 

los angeles^y 

represented nationally by PETERS, GRIFFIN. WOODWARD, INC. 

One shot a day 

Once a day, First National Bank in St. Louis sponsors a 
program on KSD Radio. 

It is a simple 8 a.m. newscast. 

Altogether now, this "one shot a day" has amounted to 
nearly 4,000 programs. 

That s because First National has sponsored that pro- 
gram for 1 2 consecutive years. 

First National has spent a lot of money to sponsor that 
program. First National, which certainly knows the value 
of a dollar, knows it's a good investment. 

First National, like so many other St. Louis firms, has long 
relied on the news from KSD. Local news from the ten- 

man reporting staff of KSD— largest of any St. Louis radio 
station. World News from the NBC team of 700 reporters, 
researchers and producers. 

No shouting. No frills. Just simple reporting. Accurate. 

St. Louis advertisers sell St. Louis on 

KSD WmM 55 

The St. Louis Post-Dispatch Station 
Charter NBC Affiliate/ Represented nationally by the Katz Agency, Inc. 

Jack Grregson 

<*the H€>w morning voice in the heart of the city 

7 days 

ft week 

6-10 am 

radio ?>.7 • philarirtphia 


Represented by AM Radio Sales Company 

of the €*ity 

SPONSOR/8 April 1963 

Can anybody claim more loyal 
viewers? Our metro share in 
prime time is 91%, and homes de- 
livered top those of any station 
sharing the other 9'/< . {ARB, 
Nov.-Dec, 1962) To cover this in- 
fluential market, such loyalty 
means the big buy for North 
Florida, South Georgia, and 
Southeast Alabama is 






National Representatives 


8 APRIL 1963 

Vol. 17 No. 14 

Sponsor-Week / News 

P. 15 

Top of the News pp. 15, 16, 18 / Advertisers p. 62 / Agencies p. 62 / 
Stations p. 68 / Syndications p. 72 / Representatives p. 75 / Net- 
works p. 77 

Sponsor-Scope / Behind the news 

P. 27 

Data Digest / Americans growing younger 

P. 22 

Key Stories 

ous syndicators are making it one of their major functions to alert 
advertising agencies what the stations are buying. P. 37 

BANKS ARE UP IN THE AIR / Commercial banks will spend about 
$48 million on radio & tv this year; New York market becomes a labo- 
ratory lor new techniques to reach new customers. p_ 41 

PORTABLE PUSH TARGETS HOMES / Union Carbide otters stations 
non-commercial campaign to boost sales of battery-operated radio sets 
by building up indoor traveler' market. p_ 47 

advertising and programs, unannounced theme dominates discussion 
and thinking, on and off convention floor. p_ 49 

Spot-Scope / Developments in tv/ radio spot 

P. 78 

Timebuyer's Corner / Inside the agencies 

P. 52 

Washington Week / FCC, FTC, and Congress 

P. 61 


Publisher's Letter p. 6 / Commercial Critique 
p. 32 / Radio/Tv Newsmakers p. 74 / 555 Fifth 
p. 10 / Calendar p. 10 

SPONSOR ® Combined with TV ®, U.S. Kadlo ®. U.S.FM ®. Executive, Editorial. Circulation, 
.»*■•» Advertising Offices: 555 Fifth Ave.. New York 17. 212 MUrray Hill 7-80S0. Midwest Office: 612 N. 
Michigan Ave.. Chicago 11. 312-664-1166. Southern Office: 3617 Eighth Ave. So.. Birmingham 5. 
|l|||\ a 205-322-6528. Western Office: 601 California Ave.. San Francisco 8. 415 YTJ 1-8913. Lo» Aiujelej 
■"* Phone 213-464-8089. Printing Office: 3110 Elm Ave., Baltimore 11, Md. Subscriptions: V. S. $8 a 
year, Canada $9 a year. Other countries $11 a year. Single copies 40c. Printed U.8.A. Published 
f »l**~ weekly Second elasa postage paid at Baltimore. Md. © 1963 SPONSOR Publications Ins. 

SPONSOR/8 april 1963 

"The only way to start the day!" 

WGBS is the dominant "waker- 
upper" in South Florida with The 
Sound of Music and Total Informa- 
tion News. 

, r f» 

"An easy-to-take passenger. 

WGBS is survey-proven first with 

"It's the cream in my coffee!'" 

WGBS puts selling flavor into adver- 
tising with Total Information News 
by Award-Winning News Staff. 

"That reminds me!" 

WGBS completes her shopping list- 
builds bigger sales for the merchant. 

"It's the greatest!" 

WGBS 50,000-watt voice is heard 
and remembered throughout 21 
South Florida counties, the 
Bahamas, and the Caribbean. 

'It's my turn to turn to my station 

WGBS "turns" more people to The 
Sound of Music and Total Infor- 
mation News. 

Wotc ice' 11 get the story straight!" 

WGBS explains the issues with 
Community Leadership editorials 
every weekday. 


"Full orchestra and no cover charge!' 

WGBS— The Sound of Music 
suits the mood of each hour — 24 
hours a day. 

.ThelSo"nd^ Masi 

Represented by Katz 


SPONSOR/8 April 1963 


edition off 
the press! 




. . just about every 
'phone number you need 
in these five big cities 
is in SPONSOR'S 

Networks, groups, reps, agencies, 
advertisers. Film, tape, music and 
news services. Research and promo- 
tion. Trade associations (and even 
trade publications). 

All in the convenient pocket-size, 
for only $.50 per copy; 10 copies, $.35 
each; 50 copies, $.25 each. 


1963 was the biggest 
NAB Convention 

A publisher's view of 
significant happenings in 
broadcast advertising 

555 Fifth Avenue, N. Y. 17 


I 963 Chicago was the big one. Bigger in many ways than any 
of the 25 annual NAB Conventions that I've attended. 

It may have been that the issues weren't bigger — but just 
more clearly defined. NAB president LeRoy Collins and FCC 
Chairman Newton N. Minow had more substance in their mes- 
sages than in 1961 or 1962. The agenda was exceptionally varied 
and useful. Staff and committee work were of a high order. 

Here are some highlights of 1963 Chicago that caught my eye: 

► President Collins stirring statement: "The public interest 
is our business and our responsibility and we will take care of it 
ourselves." This was the expression of a leader who has decided 
his course. To many broadcasters it rang home the fact that 
Governor Collins is now a full-fledged member of the family. 

► Chairman Minow's thoughtful observations and recom- 
mendations, which many took to be his valedictory address, on 
lefting of the radio freeze, second run tv affiliates on uhf sta- 
tions, exchange of programing with other countries, policing 
of commercials, unanimous membership of stations to NAB and 
the NAB Codes, endorsement of President Collins. Not all 
were popular recommendations, but he tempered his comments 
with frequent reminders that he was speaking personally. 

► A remarkably stimulating and provocative panel discus- 
sion on "Broadcasting in a free society," conducted by Erwin 
D. Canham with stirring commentaries by Don McGannon, 
Ted Pierson and Larry Laurent, among others. The best NAB 
panel presentation on a "think" subject that I can recall. 

► Highly quotable acknowledgement by Bob Hope of the 
first NAB Distinguished Service Award ever given to an enter- 
tainer (See page 44 for Bob Hope's complete remarks) . 

► Ed Bunker's unveiling of the new RAB with emphasis 
on providing monthly dollar figures in partnership with SRA. 

► Naming of veteran Harold Hough as "Dean of American 
Broadcasters" in a surprise tribute by NAB. 

► TvB's brilliant session on topical subject of computers as- 
sisted by Y&R media specialists. Titled "Computers — friend 
or foe," it stilled fears that the computer age would bury human 
judgment on station buys. 

► Mike Shapiro's practical and dramatic panel on tv station 
image and how to achieve it. 

► Impressive color advances in broadcast equipment exhibits, 
testifying to rapid growth of color tv. Surprise showing of elec- 
tronic editor that permits animation and stop motion. 

► And a special bow to TFE '63, a separate show of syndi- 
cated films completely handled by 18 syndicators. In decorum 
and utility it rivalled anything done under the NAB roof. 


SPONSOR/8 april 1963 



The Fantaklous Emmett Kelly Show 


An exhilarating experience for both young and old in a sumptuous 
series of tttW^IQWM £§@WM prepared with stupendous effort 
especially to confound and delight your discriminating audience. 
Weary Willie hosts ggf HfiffifflMf%@%M® cartoons starring the re- 
markable Porky Pig and the incredulous antics of his daring 
cartoon friends, cavorting in A capers bound to amaze you! 

Executive Producer 


Associate Producer 


Emmett Kelly Management 





Beckon your nearest Seven Arts Salesman 
^^ at any one of the offices listed below. 

|^*NEW YORK 200 Park Avenue 972-7777 

r CHICAGO 4630 Estes. Lincolnwood. Ill ORchard 4 5105 

DALLAS 5641 Charleston Drive ADams 9-2855 

LOS ANGELES 3562 Royal Woods Drive, Sherman Oaks. Calif 

STate 8-8276 

TORONTO. ONTARIO 11 Adelaide St West EMpir; 4-7193 




Produced on a modest motion picture budget, THE LITTLEST HOBO 
has already grossed nearly 20 times its original cost in U.S. distribu- 
tion. Now, reaping equally successful box office returns in foreign 

A proven exciting adventure picture geared to adult entertainment 
values— but with sure-fire appeal for all ages. 

Reviews from cities of every size and geographic location make every 
sales point agencies and sponsors want to hear. The following are 
only 4 out of 80 in our files. 


"THE LITTLEST HOBO, is for the whole family. The star, a German 

Shepherd dog named London, will amaze you." 

-Walter Winchell 

"But mark you this: children have no corner on the laughter market 
at THE LITTLEST HOBO! Nor on the tears and exciting suspense it 
evokes. THE LITTLEST HOBO is both an heroic fairy tale for children 
and a sophisticated fantasy for grown-ups. The star, the great German 
Shepherd dog, London, is the smartest ever seen on the screen . THE 
LITTLEST HOBO is a gem of motion picture making." 

—Kay Procter, Los Angeles Examiner 

tainment and artistry on a very high budget of intelligence and im- 
agination. A 'sleeper'. This makes one hope that th e picture' s su ccess 
will prompt a sequel dealing with further exploits ." 

—Jack Moffitt, Hollywood Reporter 

"Shoppers for that 'something different', will be attracted to this un- 
usual concept of a 'vagabond' German Shepherd dog, possessed of 
human qualities and understanding. Rating: Very Good." 

—Motion Picture Herald, New York 


Actually an audience tested TV "pilot", the movie, THE LITTLEST 
HOBO, has already favorably preconditioned a large number of Ameri- 
can families to the television programs. 

The family appeal of the star of this adult-action series is pointed up 
by the fact that 18 million U.S. families own 26 million dogs and spend 
over 395 million dollars on them annually. 

The mat u re audienc e appeal of these exciting and dramatic adult- 
action adventures filmed throughout the world P LUS the equally im- 
portant all family appeal of a handsome, intelligent German Shepherd 
adds up to a saleable, rating-getting series in any survey— any market. 





LONDON - Striking even 
among German Shepherds 
in ability and intelligence. 
Responds to over 4,000 
words in English, French 
and German. 



The star of THE LITTLEST HOBO television series, the magnificent German 
Shepherd, London, literally roams the world over seeking adventure. London 
ranges widely in his exciting travels— from the nocturnal jungles of the major 
cities to the vast reaches of the majestic Rockies. He wanders anywhere ■■ 

—by train, plane, ship; throughout America and foreign countries. His friends 
include the flying soldier of fortune in Hong Kong and the French Poodle from 
his Paris adventures. In each episode he meets new people in new locales. 
Each adventure's changing co-stars and supporting players are drawn from the 
industry's finest actors. The story policy is straight drama but the situations 
vary from Hitchcock suspense to Lucy-type humor. 






'555/ FIFTH 

Letters to 
the Editor 


All my compliments to Arthur Bel- 
la ire on his article dealing with the 
use of extreme close-up in televi- 
sion commercials (Commercial Cri- 
tique, sponsor, 11 March 1963). 
He is a very knowledgeable gentle- 
men and the "tight shot" does add 
impact to product demonstration. 

However . . . unless these medi- 
um long-shot eyes of mine betray 
me, the baby chicks he refers to in 
the Gravy Train are baby ducks. 
Maybe he got too close to the feath- 
ers to see the fowl. 

Frank Macaulay, 

Advertising Manager, The Crowell-Collier 

Publishing Co., New York. 

Your splendid 1 1 March issue edi- 
torial certainly needs no testimonial 
— but I can't let pass an opportuni- 
ty to say "Amen" to the compli- 
ments you paid to Art Simon. 

WSB was indeed humbly grate- 
ful and tremendously proud to be 
the recipient of the 1963 Broadcast 
Pioneers Mike Award and to be a 

part of the very worthwhile and 
needed purposes of the Broadcast- 
er's Foundation. It was also, how- 
ever, a most pleasant and enlighten- 
ing experience for me personally to 
work with Art Simon in many of 
the preliminary arrangements for 
the Mike Award Banquet in New 
York. His dedication, boundless 
energy and efforts in behalf of the 
Foundation were amazing. Your 
description "a mighty mite of a 
man" is indeed well deserved. 

Frank Gaither, 
General Manager, WSB-AM-FM, Atlanta 

I'd like to take issue with your hap- 
piness about the Congressional 
hearings on ratings, as expressed in 
your editorial in the 25 March issue 
of sponsor. As a Broadcaster I am 
not particularly happy about con- 
gressional hearings airing what is 
a more technical and complex prob- 
lem than can be solved by those not 
trained in the theories of statistics. 
(Of course, the federal govern- 
ment has been quite content with 


Brand Names Foundation, 20th anniver- 
sary banquet, Imperial Ballroom, 
Americana Hotel, New York, (11). 

International Radio & Television Society 

announces six production workshops 
dealing with "Problems of Interna- 
tional Television Commercials" to be 
held on successive Tuesdays at 5:30 
p.m. in the Johnny Victor theatre, 
New York starting (16) . 

Alpha Delta Sigma Greater New York 
Alumni Association fiftieth anniver- 
sary convention, Roosevelt Hotel, 
New York (19-21) . 

Society of Motion Picture and Television 

Engineers, 93rd convention and equip- 
ment exhibit. The Traymore, Atlan- 
tic City, N. J. (21-26). 

Advertising Federation of America, 5th 
district convention, Akron, O., (11- 
13) ; 4th district convention, Cherry 
Plaza Hotel, Orlando, Fla., (25-28) . 

Pennsylvania Associated Press Broadcast- 
ers annual meeting, Pittsburgh, (25- 


Illinois Broadcasters Assn. spring con- 
vention, Springfield, 111., (1-3) . 

American Woman in Radio and Television 
twelfth annual convention, Sheraton 
Hotel, Philadelphia (2-5) . 

Montana Broadcasters Assn., annual con- 
vention, Bozeman, Mont., (8-10) . 

Advertising Federation of America 9th 

district convention, Schimmel Indian 
Hills Inn, Omaha, Neb., (10, 11) ; 2nd 
district convention, Inn at Buck Hills 
Falls, Pa., (10-12) . 

Academy of Television Arts and Sciences, 

Chicago chapter, Emmy awards for 
excellence, Pick-Congress Hotel, 
Chicago, (13) . 

Ohio Assn. of Broadcasters spring con- 
vention, French Lick Sheraton, (16, 

Pennsylvania Assn. of Broadcasters con- 
vention, University Park, Pa., (19-21). 

Sales and Marketing Executives— Interna- 
tional, annual convention, Philadel- 
phia, (19-22). 

some similar methods of probabili- 
ty sampling in determining statis- 
tics including unemployment fig- 

This reaction comes not from any 
immediate business reason having 
to do with my market. We are too 
small to be bothered with ratings. 
We simply sell radio and results 
down here in ihe country. These 
hearings are one more bit of evi- 
dence of more and more federal 
encroachment on problems which 
might better be solved by private 
enterprise. For one thing, few lay- 
men can understand the theories of 
probability sampling. And insofar 
as ratings are concerned (with their 
attendant statistical theories) most 
congressmen, I am sure, are lay- 
men. I wonder if they have the 
same reservations about accepting 
data from various government bu- 
reaus which glean information 
with probability sampling. 

Let's be honest about the so- 
called ratings worship A lot of the 
blame can be laid at the feet of 
broadcasters About the only time 
you hear a broadcaster yelling 
about ratings is when his aren't 
"good." But the same broadcaster, 
blessed with a good rating book, 
will shout from the rooftops and 
spend a lot of money promoting 
the fact he has 123 quarter-hour 
firsts out of 124! The only people 
who can clean up the ratings mess 
are broadcasters themselves. . . . 

Let's face it. If methodology 
which produces "unfavorable" rat- 
ings for some is unacceptable, it 
must also be unacceptable for those 
who get favorable ratings in the 
same report. It's as simple (or com- 
plex) as that. My past experience 
has shown me many abuses in the 
rating area — particularly in the 
way they are used and interpreted. 
But my experience has also shown 
that much, if not most, of the blame 
can be laid at the feet of broad- 
casters who spend so much money 
promoting their numbers. I hope 
NAB's research activity can come 
up with some useful answers. And 
I don't ask for congressional relief 
in this area any more than I would 
ask my congressman to fix my color 
tv set. 

lohn F. Hurlbut, 

President and General Manager, WVMC, 

Mt. Carmel, III. 


SPONSOR/8 april 1963 


whole market is 

Buffalo, North America... 

the market that includes English-speaking, 

high-spending, American product-buying 

CANADA... plus all of the U.S.A. market! 

_ edi- 


an jpportuni- 

en lo the compli- 

o Art Simon. 

*d humbly grate- 

isly proud to be 

i 1963 Broadcast 

ard and to be a 

of SPON. 
not partic. 
gressional ht. 
a more technica* 
lem than can be so. 
trained in the theorit„ 
(Of course, the feder 
ment has been quite con 


Jgm nmwm- 




Look at half the market and Buffalo is 17th. 

but look at the whole market and Buffalo is 10th! 

New York 




New York 


Los Angeles 

San Francisco 


Los Angeles 

San Francisco 







St. Louis 





Washington, DC. 




Dallas-Ft. Worth 




Dunbartbn >^ \ 6 /mi^ 




Look at half the market and Buffalo is 22nd. 

but look at the whole market and Buffalo is 7th! 

New York 

Los Angeles 





San Francisco 


Washington, D.C. 
St. Louis 
Dallas-Ft. Worth 
Hartford-New Haven 
Minneapolis-St. Paul 







New York 


Los Angeles 






STATIONS -1,782,500 

1,035,000 in Canada 
747,500 in U.S.A. 


Effective buying income 
per household. 

Total retail sales per 

Toronto $7,333 $ 4,641 

u.s. average $ 6,661 $ 4,026 

toronto vs u.s. ...+ 10% +15% 


Sources: ARB and Sales Management 



Top of the news 

in tv/radio advertising 

8 APRIL 1963 

Ad front eyes new video, audio gear at NAB 

Dials, tubes, and 
other innovations 
from the size of cig- 
aret packs to giant 
behemoths were in- 
troduced to broad- 
casters during the 
NAB convention 
and may affect ad- 
vertisers and agen- 
cies planning film 
and tape commer- 
cials and programs 
for tv, and stereo- 
voiced commercials 
and programs for 
fm radio. Among 
the new products were improved color cam- 
eras, tv, stereo and am recorders, and various 
types of studio equipment. Highlights: 

Cameras: Both RCA and GE came out with 
transistorized four-tube color film-chain cam- 
eras, with added b&w vidicon producing a sep- 
arate monochrome channel to enrich the hues 
and provide sharper definition in finished pic- 
lure. GE priced its at $39,500. RCA also 
showed its new 4i/2-inch image orthicon cam- 
era, pictured above, as well as the transistor- 
ized TK-22 tv film camera, which is claimed 
to boost the quality of film reproduction film 
for broadcasting; a new 16mm motion picture 
projector for tv (TP-66) , plus an improved 
version of its 3-inch image orthicon camera. 

Other equipment: The PE-23-A studio vidi- 
con transistorized camera from GE, designed 
for black-and-white commercial and educa- 
tional tv productions which make up 80% 
of current live programing, and the GE PE- 
25-A, a new three-image-orthicon color studio 
camera featuring an eight-inch view-finder. 

Tv recorders: Ampex brought out its new 
fully transistorized VR-1100 model, priced 
at $34,500 and equipped for station use, with 
a closed-circuit version offered for $30,550. 
Ampex said operating costs for VR-1100 are 
"approximately one-half" those of its VR- 
1000. A single-console, four-headed broadcast 

recorder, it is fully compatible and inter- 
changeable with all four-headed video record- 
ers of past and present lineage. Ampex, mean- 
time, says its tv tape equipment is selling at 
a fast pace, "the best in three years." RCA 
reports its deluxe models are selling well. 
With many recorders displaying improved fa- 
cilities, the trend is into supplementary buy- 
ing, with portable equipment getting the big- 
gest play. RCA says it will deliver the 100th 
tv tape recorder of its all-transistorized TR-22 
type during May. The model's built-in color 
capability was demonstrated at the conven- 
tion. Also talked about at the NAB meet were 
two new portable video recorders introduced 
at the recent IEEE show in N.Y. One, priced 
at $12,150, was developed by Machtronics and 
is licensed to Precision Instrument, which says 
it has a backlog of 100 orders. The other, to 
sell at $10,900, is Japanese-made and distrib- 
uted by Sony Corp. of America. 

Studio gear: RCA unveiled its TSA-3 preset 
switcher, which combines audio-video switch- 
ing and machine start-and-stop in one unit. 
It allows a studio engineer to "punch up" as 
many as ten program segments, in advance. 
Ampex debuted its Editec time element con- 
trol system for automatic editing and anima- 
tion on tv tape. This makes possible frame- 
by-frame push-button editing without cutting 
tapes, thereby reducing error factors. 

M'scellaneous: GE introduced a new line of 
uhf transmitters featuring a new "zig-zag" pan- 
el antenna design; a gated unilevel audio am- 
plifier, and a trans- 
istorized audio con- 
trol console. Am- 
pex brought out its 
new 602 series of 
professional field 
recorders (right) 
for stereo as well 
as monaural use. A 
selective track erase 
head comes on the 
two -channel mod- 
els of this new 
Ampex recorder. 

SPONSOR-WEEK continues on page 16 

SPONSOR/8 April 1963 



Top of the news 

in tv^radio advertising 


More late news . . . 

Iron Curtain: Don't be surprised it you see 
print media, notabl) Look and Liie Maga- 
zines, jumping delightedly into the ratings 
fray triggered by the Harris subcommittee 
probe in the nation's capital. The first move 
is likely to be a series of major research pres- 
entations "exposing" the shortcomings of 
broadcast measurements. 

This was one of the lads which came to 
light in the wake of the visit to New York last 
week (3 April) by Herbert Arkin, statistical 
consultant to the House rating hearing. Arkin, 
behind closed doors, addressed membeis oi 
the Radio/Tv Research Council. 

Gist of what Arkin said: 

• There's likely to be governmental regula- 
tion of the research industry. 

• Nomenclature and methodology will be 
improved, thanks to the Harris probe. 

Arkin, interestingly, ducked questions 
which sought to establish whether the sub- 
committee had done anything more than gain 
national publicity for ratings shortcomings 
already known by professional researchers. 

Sports for "Voice": Firestone, dropping its 
revived version of the long-run Voice of Fire- 
stone, has switched to sportscasts on two net- 
works next season. The buy: one-fourth spon- 
sorship of NCAA football on CBS TV, and 
Winter Olympics on ABC TV. 

Missing figures: At last week's NAB meeting, 
cogent things were said before membership 
concerning an old problem: the lack of accu- 
rate dollar-volume figures in spot radio. 

Edward Codel, president of the Station Rep- 
resentatives Assn. and a veteran rep executive, 
noted that radio was not listed in the spend- 
ing of the nation's top 100 advertisers, as pre- 
pared for industry charts. 

Leo Burnett's Tom Wright said that agen- 
cies realize this problem, face a choice of ad- 
libbing the data, or purchasing it from report- 
ing services which may or may not be accu- 
rate, or just leaving it out. 

"A sure way for radio to encourage a classi- 
fication as a minor, supplementary medium is 
to continue to not provide agencies and adver- 
tisers with information needed to evaluate 
accurately its relative role in the media mix." 

Lest radio become a "forgot ten medium," 
RAB is willing to aid in the preparation of 
radio data, both in terms of audiences and ad- 
vertising, RAB president Edmund Bunker 
told NAB members. 

Rising sun: Although the Japanese govern- 
ment has now doubled the amount of money 
iv stations in that country can spend lor im- 
ported telefilms, U.S. syndicators are not out 
of the woods. Dollar remittances for the sale 
of telefilms priced up to $1,000 per half hour 
will receive automatic Bank of Japan approv- 
al. Programs at higher prices will be subject 
to a case-by-case approval. 

Pink Slips at BBDO: Has automation reached 
out to nip the jobs of non-executive agency 
personnel? Late last week, it looked as though 
this may well have happened at one of Madi- 
son Avenue's biggest agencies, BBDO. 

Reports varied, but the word was that any- 
where from 10 to 14 buyers, assistants, esti- 
mators and even copywriters have been eased 
out of BBDO berths. 

Creative personnel, like copywriters, could 
hardly point to computers as having usurped 
them, but for the others, the answer wasn't 
clear. It might have been agency spring clean- 
ing; but, maybe it wasn't. 

A TFE-'64?: Prospects for a repeat of the sep- 
arate trade show staged by film exhibitors near 
the NAB convention are bright. Syndicators 
indicated that the event was a real success, 
and drew more broadcasters and film buyers 
than did previous exhibits scattered all over 
the convention. NAB was officially neutral 
toward the exhibit, but was privately shaken 
by the membership response, and may well 
put out some peace feelers to program dis- 
tributors to woo them back to NAB's exhibit 
fold next year. 

Nielsen hike: Substantial increases in costs to 
subscribers for A. C. Nielsen broadcast data 
are in the works, although the research firm 
denies they are prompted by the Washington 
ratings probe. Sample increase: WMT-TV, 
Cedar Rapids, Iowa, will soon have to pay 
•19% more for Nielsen reports, although there 
will be no additions to sample size. 

SPONSOR-WEEK continues on page 18 


SPONSOR/8 april 1963 

Why not put 
$4 million behind your commercial 

(without paying a cent extra) 

So begins the sales pitch of one of 
our more ebullient salesmen. And 
you must admit, it's a good way 
to call attention to the size and 
scope of WFAA's facilities. 

Two years ago we invested $4 
million, give or take a few thous- 
and, in our new operations head- 
quarters. And for a purpose. 
Communications Center was 
designed to be the pace setter for 
all Southwest broadcasting. And 
this it became . . . with the best 
facilities for everything: pro- 
gramming, sales, continuity, pro- 
duction, promotion, and even 
traffic. It meant installing the 
finest equipment. (The personnel 
to utilize it we already had! ) 

This was money well spent to 
our way of thinking. And if 
you've run a schedule with us 
recently, you'll agree. Because in 
one way or another you feel the 
weight of these dollars everytime 
your commercial is aired on the 

You feel it in the efficient 
handling of your schedule ... in 
the superb production ... in the 
creative, practical merchandis- 
ing. You feel it in the responsive- 
ness of a loyal audience that 
knows it can depend upon WFAA 
for quality programming. 

To us, the pursuit of excellence 
is never a gamble. It's a blue chip 
investment. No doubt you agree, 
so phone your Petryman today. 




Communications Center / Broad- 
cast services of The Dallas Morn- 
ing News / Represented by 
Edward Petry & Co., Inc. 

SPONSOR/8 april 1963 



Top of the news 

in tv/radio advertising 


Meters located: Location of nearly seventy 
A. C. Nielsen Audimeters has been disclosed 
by congressional investigators at the Harris 
rating probe. Long considered a "secret," 
meter locations could provide great value to 
the promotion-minded with eye toward build- 
ing ratings. One home equals some 52,000 
homes, according to information also dis- 
closed. Hearings last week continued to dwell 
on the research techniques of Nielsen. 

Ideal VS. FTC: Federal Trade Commission 
called 1961 "Robot Commando" and "Thum- 
belina" doll commercials deceptive. Ideal 
Toys replied corrections were made long time 
ago and that 1962 commercials were cleared 
by FTC and NAB Code Authority. 

Ad budgets: Tradition of setting ad budget as 
arbitrary percent of last year's sales may be 
giving way to new procedure based on histori- 
cal relationship between changes in advertis- 
ing expenditure and corresponding changes in 
sales. Examples of method used are cited in 
current ARF Journal of Advertising Research. 

ABC daytime: Major changes have been an- 
nounced in ABC TV daytime schedule for 
fall. Price is Right starts 9 September (11 
a.m.) , Trailmaster (ex-Wagon Train) bows 
2 September (5 p.m.) . Schedule also includes 
Seven Keys (11:30 a.m.), Ernie Ford (noon). 
Father Knows Best (12:30 p.m.), General 
Hospital (1 p.m.), Day in Court (2:30 p.m.), 
Queen for a Day (3 p.m.) , Who Do You 
Trust (3:30 p.m.). 

Doyle Dane Bernbach: Five senior vice presi- 
dents, a new title, have been announced. They 
are: Joseph R. Daly, v. p. anil management su- 
pervisor; Robert Gage, art department head; 
Ted H. Factor, West Coast head; Edward T. 
Russell, v.p. and management supervisor, and 
Marvin S. Corwin, v.p. and director of plans. 

Late news: New Shulton aerosol deodorant 
"Manpower" will be given first major network 

campaign via ABC TV's Ron Cochran with 
the News, starting 10 April. Shulton sponsor- 
ship is first use of network news . . . William 
Brazzil appointed to new post of vice presi- 
dent in charge of sales management, broad- 
cast division, Wometco Enterprises. He had 
headed WTVJ, Miami, sales for Wometco 
... J. Brooks Emory, Jr., formerly at Y8cR, 
named president of Composers Alliance, new 
creative music service for entertainment 

B&W on diamonds: Brown & Williamson To- 
bacco is placing heavy ad emphasis on this 
season's major league baseball, picking up the 
tab for radio and tv of the New York Mets, 
L.A. Angels and Cincinnati Reds. Viceroy 
and Kool cigarettes, via Ted Bates & Co., will 
be promoted on the three teams' games, with 
Sir Walter Raleigh Tobacco, through Post- 
Keyes-Gardner, of Chicago added for the 
Reds' tilts. Mets' video coverage will be on 
WOR-TV, New York, plus stations in Sche- 
nectady, Binghamton, and Burlington, N. Y., 
and Hartford, Connecticut. Mets radio air- 
ings will be on WABC, N. Y., plus outlets in 
N. Y. state and New England. Angels' tele- 
cast will be on KHJ-TV, L.A., with radio 
originating on KMPC, L.A., and fed to sta- 
tions in Southern California, Arizona, and 
Nevada. The Reds' telecasts will be on 
WLWT, Cincinnati, and affiliate outlets in 
Dayton and Columbus, O., Lexington, Ky., 
and Huntington, W. Va. 

Deal with the Seal: Raytheon is launching a 
"Deal with the Seal" promotion to merchan- 
dise the Good Housekeeping Guaranty Seal 
awarded its tubes. Service technicians using 
the company's guaranteed replacement tubes 
will be offered tv and radio strips and other 
aids to help promote the offer. 

Radio chairman: Ben Strouse, W'W'DC, Wash 
ington, president, elected chairman, and Rich- 
ard Chapin, president of KFOR, Lincoln, vice 
chairman, of NAB Radio Board. NAB Tv 
Board deferred election of chairman until 
June meeting. 

SPONSOR-WEEK continues on page 62 


SPONSOR /8 aprtt. 1963 

a statement of 



(Television in Western New England) 

by William L. Putnam 

We've finally found a place where Washington 
Didn't Sleep. In Washington of all places. The cur- 
rent investigations into rating practices is one of the 
few such efforts in which I wholeheartedly concur. 

We're not trying to jump on the rating practition- 
ers when they are down, but we find it refreshing to 
have brought to light some of the ouija board tactics 
by which the television industry and, particularly, 
the advertising agency media people, have been eval- 
uating markets in which they are investing consid- 
erable cash for their clients products. 

We have long held the mystic workings of the rating 
services efforts suspect. As a matter of fact we be- 
came considerably disenchanted with their efficiency 
when we learned some time ago that station WWLP, 
Springfield, Mass., had been given coverage credit 
for three counties in Virginia. 

The revelations of the Oren Harris committee seem 
to bear out the fallibility of the services. Sets left 
on 24-hours a day, tune-ins accorded to stations 
when they weren't even on the air; a housewife get- 
ting mad at something Jack Paar said and turning 
him off, thus eliminating some 11,000 other viewers; 
all of these factors are a part and parcel of the num- 
bers rat-race that has been the bane of the TV in- 

For some time we have been trying to sell national 
ad agencies on one simple factor — if the local 
merchants in the community served by a TV station 
demonstrate a faith to a particular station it fol- 
lows that the station, regardless of its ratings, is 
doing an effective community service job and can 
deliver the type of response that should move goods. 

However, the agencies, with better knowledge of a 
station's impact in a market, would rather place 
the responsibility for buying a market on some one 
else's figures. This used to be known as "passing the 
Buck" but in the lingo of the agency world today it 
becomes "scientific market analysis." 

I feel that a far better "scientific analysis" of how 
effective a station is in its market is its standing with 
its local merchants. They depend on direct results to 
stay in business and if a station does not deliver they 
can't afford to stay on the air. 

Perhaps this is too simple a formula, but many 
times local or regional distributors for national ad- 
vertisers in our area have protested that WWLP was 
not included on an agency schedule based on "scien- 
tific market analysis." All they knew was that when 
they advertised on our station they got results, with- 
out the help of the ouija board. And 90% of the 
local merchants in Springfield, Mass., feel the same 
way for they continue to advertise with us when they 
want to move their products. 

If nothing else, I hope that the Washington inves- 
tigations give agency executives pause to take a look 
at their method of allocating market dollars and may 
possibly lead them into new patterns of approaching 
this important industry area. 

For if the agencies don't have proper interest in 
maximum sales effectiveness of its advertising dol- 
lars, I'm sure that the advertiser who has to read the 
bottom of the line figure, may take a greater interest 
in it himself. 

Represented nationally by HOLLINGBERY 

SPONSOR/8 April 1963 


WNBC-TV devotes over one-third of its schedule to infor- 
mation, education, culture. More than programmed by 
any other New York commercial television station. More 
hours of hard news, too. That's why WNBC-TV is known 
as "New York's community-minded station." 

Each week, more than 90% of New York's metropoli- 
tan area families spend over 11 hours with WNBC-TV's 
diversified entertainment and information schedule. 
And the unique, community-service programs reach siz- 
able audiences, too. More New Yorkers tune to Recital 

Hall in a typical month than will attend concerts at Phil- 
harmonic Hall in Lincoln Center in a year. WNBC-TV's 
Dialogue, Open Mind, Direct Line, and Youth Forum 
each attracts more New Yorkers than subscribe to 
the Saturday Review. ( Youth Forum alone has won 23 
awards for excellence and community service.) To- 
gether, these five programs form the basis for a new 
sponsorship plan called Pathways— to help advertisers 
concentrate impact on New York's most thoughtful 
audiences. (Detailed brochures available on request. 


of c 

Current sponsors are P. Lorillard Company, Bowery 
Savings Bank, and Socony Mobil Oil Company, Inc.) 
WNBC-TV — serving the metropolitan area of New 
York, New Jersey, and Connecticut— creates programs 
[that viewers talk about, think about, care about. That's 
why New Yorkers rely on WNBC-TV. It links them to lo- 
cal issues and events— much as the subway system links 
them to many points in the metropolitan area. This kind 
of community-station bond is distinctive to the pro- 
gramming of all NBC Owned Stations. 


NBC Owned. Represented 
by NBC Spot Sales. 


More advertisers are 
spending more dollars 
on WSUN . . . 
than at any time in 
our 35 year history 



5 KW 620 KC 

Broadcasting 24 hours daily! 


Get all the facts from 




Fm set production to pass Am by 1968 

Of the 12, 240. 000 radio receivers produced in 1962, only 2.5 
million were fm sets. But by 1967 fm will catch up to am 
set production, and the following year will surpass it. This 
assumption is based on a compilation by EIA of units pro- 
duced in the U. S., including- am/fm sets. 

aillllllllllli: ' li". mm 



Total sets 



1959 10,067,000 1,413, 

1960 10,695,000 1,500, 

1961 11,800,000 2,000, 

1962 12,240,000 2,500, 

1963 13,390,000 3,360, 

1964 14,595,000 4,400, 

1965 15,900,000 5,750, 

1966 17,390,000 7,390, 

1967 18,880,000 9,280, 

1967 20,600,000 11,400, 

500 8,653,500 

000 9,195,000 

000 9,800,000 

000 9,740,000 

000 10,030,000 

000 10,195,000 

000 10,150,000 

000 10,000,000 

000 9,600,000 

000 9,200,000 

liiiiiniiMiiiii num. in".'. 


In line with this, independent fm stations will reap $73 mil- 
lion in national advertising revenue by 1968 as set produc- 
tion reaches its high, in contrast to $9.8 million spent in the 
medium last year, according to an FCC report relating all 
radio revenue to fm's. By 1968, the figure will climb to $374 

Ail radio 

Fm revenues 


($ Mill.) 

% Fm 

($ Mill.) 



























1962 . 






1964 810 2.40 19.400 

1965 858 3.20 27.400 

1966 899 4.25 38.200 

1967 934 5.68 53.000 

1968 969 7.52 73.000 

1969 1,012 10.00 101.200 

1970 1,058 13.33 141.000 

1971 1,110 17.70 197.000 

1972 1,149 23.50 270.000 

1973 1,198 31.30 374.000 


SPONSOR/8 april 1963 

Boston Advertisers, buying in their home market, place more dollars on WHDH Radio than 
any other Boston Radio Station. 

Like radio time buyers everywhere, Boston time buyers know they must get top results for 
their clients' money. They know that buying time on a responsible station, with progressive 
policies, top programming and loyal listeners is the way to get extra sales. 

Buy Boston like a Boston/an and you'll buy. . . 




50,000 WATTS * 

SPONSOR/8 april 1963 


The Embassy of Portugal 

His Excellency Dr. Pedro Theotonio 
Pereira, Ambassador of Portugal to 
the United States, and Mr. and Mrs. 
Carlos Marques de Sousa, daughter and 
son-in-law of the Ambassador, in the 
entrance of the Embassy . . . 
another in the WTOP-TV series 
on the Washington diplomatic scene. 

Represented by TvAR 


STATIONS a division of 


Photograph by Fred Maroon 




look South . . . and you'll see 7vQ 

Covering *66 counties in Georgia and Alabama 
with annual retail sales of $1.2 billion! I 

Grade B Coverage Area 



Columbus, Georgia 


'7749 feet above ground" 
J. W. Woodruff, Jr., Pres. and Gen. Manager 
Ridley Bell, Station Manager 
George (Red) Jenkins, Dir. National Sales 

Take a close look at Columbus, Georgia. Bet you 
didn't realize it's so big. And it gets bigger every 
day. Not to mention its giant next-door neighbor, 
Fort Benning . . . just 4 miles away. It, too, is 
getting bigger. 

But TV-3's coverage doesn't stop here. It goes 
way out. Out to 66 counties of Georgia and 
Alabama in our Grade B coverage area. In this 
broad area there's a "fabulous following" loyal to 
TV-3. Nielsen and ARB's latest report shows it's 

Audience preferred and advertiser preferred — 
that's TV-3. Why? Because people have learned 
that they can depend on us. So can you. 
Cash registers are ringing in Columbus. TV-3 
reaches the people who ring 'em. We'll gladly 
help "ring those registers for you." 






SPONSOR/8 april 1963 


It's no longer "in" to mention the word "coaxial" in discussing long-distance tv 
transmission. The word, in fact, couldn't be more "non-U." 

Reason: back in 1954, coaxial facilities accounted for 30% of tv's inter-city facilities. 
Today, coaxial mileage is a mere 2% of the network links. What has replaced coaxial 
cable are microwave facilities which have a bandwidth nearly twice as wide. 

Source: Sheldon C. Jenkins, Transmission engineer for AT&T's Long Lines Division, at 
the NAB meeting in Chicago. 

ABC TV is making some noticeable sales headway with a new two-in-one pro- 
gram concept slated to debut this fall. 

The series is "Arrest and Trial," a pair of 45-minute shows which will be slotted back 
to back. 

Latest sponsor to sign is Libby, McNeil & Libby which has joined Liggett & Myers 
and Ford as pioneer advertisers on the ABC program experiment. The LM&L buy, in 
fact, was the subject of considerable comment on the agency circuit last week. The food 
firm has not previously been inclined to break new program trails in tv. 

When checked, ABC said there was only "a very small amount of time" still 
unsold in the two-program package. 

Education is a continuing process. According to Benton & Bowles, 52% of the 
agency's account reps are graduates of at least one of the B&B special training 

The programs were launched six years ago, B&B says. Of the original group enrolled in 
agency training courses, 70% are now engaged in account management, 22% are in media 
work, the remainder are distributed among other departments. 

Benton & Bowles is currently using statistics such as these as part of a recruiting drive 
for new agency talent. 

A B&B booklet, "Career Opportunities in Advertising-Marketing at Benton & Bowles," 
is being distributed to college seniors and business-school graduates. 

There are more tv sets around than usually meet the eye, or get checked in 
viewing surveys, says WCCO-TV, Minneapolis. 

Recently, the stations research director, Betty May, made a study of tv reception in ho- 
tels and motels in WCCO-TV's 66-county coverage area, pulling a 77.7% response to a 
mailed questionnaire. 

Key findings: 

An additional 13,313 tv sets were found, which were not hitherto included in the market's 
total set count of 792,590 as tabulated by A. C. Nielsen. 

By adding these sets to the home figures, the Twin City figure rose to 805,903 sets. 

Hotels and motels are very tv-oriented these days; of Metropolitan-area establishments, 
95% had "some form" of tv available to guests, while 90% of the non-metropolitan-area hotels 
provided tv sets. 

Tv has become a basic, non-chargeable itehe Twin City figure rose to 805,903 tv sets. 
95% provided the service free to hotel guests. 

SPONSOR/8 april 1963 29 



Broadcasters and advertisers must live today with a bumper crop of ''pres- 
sure groups," but things weren't really all that different 30 years ago, a check of 
the records indicates. 

Back in the dawn of big-time broadcasting, CBS formulated in 1935 some new policies 
regarding shows designed for juvenile listeners. 

Among the "don'ts" were : 

"Disrespect for either parental or proper authority must not be glorified or encouraged"; 
"Programs that arouse harmful nervous reaction in the child must not be presented"; and 
"Recklessness and abandon must not be falsely identified with a healthy spirit of adventure." 

Despite such precautions, there were steady complaints. Most, according to long-memo- 
ried CBS staffers, came from parents who griped about the "absolutely free" prizes and 
premiums obtainable for box tops and package wrappers. 

A built-in hedge was tried with the phrase ". . . or reasonable facsimile." But, apparently, 
the moppets wouldn't know a facsimile if they saw one, and the pressure was on to buy Oval- 
tine or Kellogg's Corn Flakes or whatever. Same complaint, incidentally, still appears 

With the current focus on news and documentary reporting in both tv and ra- 
dio, there's been an upswing of broadcast membership in the Associated Press. And 
the reporting's getting better. 

In fact, the AP's radio/tv membership has risen to a new peak of 2,380 stations, accord- 
ing to AP general manager Wes Gallagher. He said : 

"Reports from bureaus show that member stations are doing a progressively better job 
of protecting the AP on stories breaking in their news areas. Quality of the news from broad- 
casters was generally improved." 

Gallagher also indicated that new space-age techniques are helping AP to provide better 
and faster service to broadcasters and news users. The AP Wire Photo Service, for instance, 
now has "an exclusive leased cable" for picture transmission between Europe and the U. S. 
which provides faster, and higher-grade service "than was possible by use of commercial trans- 
Atlantic facilities." 

Uhf proponents are worried that the all-channel bill may provide only part 
of the answer on the receiver front next year. 

The worry centers on the fact that large numbers of vhf-only sets may be dumped on the 
market in 1964, when the legislation becomes effective. "It could be a real problem in the de- 
velopment of uhf," FCC commissioner Robert E. Lee admitted last week. 

On the positive side: several set manufacturers and major retail outlets (such 
as Sears) plan to jump the 1964 date by having vhf-uhf sets on hand long before 
the deadline. 

Despite statement by FCC chairman Newton Minow to broadcasters last week 
his future status with the commission remains a question mark. 

When asked what his future plans were, Minow replied "Unjelled." 

Comment can only lead one to believe Minow is planning job change in the near future. 


SPONSOR/8 april 1963 



Al Pettus is our "go team" specialist 

I He knows football inside out. He should. 
He's one of our highly skilled remote crew 
.yhich covered more than 50 AFL, NCAA, 
Southwest Conference, and high school 
?ames during the past three years alone. 
These men operate as precisioned as a pro 
offensive unit. Practically all of them, 

directors, cameramen, specialists, have 
worked as a team for more than 12 years. 
In constant demand for network 
"specials" and advertisers' commercials, 
they traveled nearly 15,000 miles last year 
in our quarter of a million dollar cruiser. 
It's equipped, by the way, with six Mar- 

coni's and two Ampex VTR units. This 
type of equipment requires seasoned per- 
formers, and the men of our remote crew 
are just that. They are typical of WFAA- 
TV's high degree of professionalism, 
another reason why we deliver such a 
steadfast, selective audience. 


Channel 8 abc WFAA-AM-FM-TV Communications Center. Broadcast services of The Dallas Morning News. Represented by Edward Petry & Co., Inc. 


Analysis, trends, 
evaluation in tv radio 



Simple, adj.; easy to understand; 
not elaborate or artificial; not 
ornate or luxurious; unaffected, 
unassuming; not complex or com- 

Simple-minded, adj.; artless; lack- 
ing in mental acuteness or sense. 

By definition, the two adjectives 
have nothing in common; and yet 
many times, in an effort to remain 
with the first, television advertising 

pany's guest. The smile is too 
broad, the rain is too much, the 
result lacks mental acuteness or 
sense and all is lost. From simple 
to simple-minded. 

Example: To illustrate how a 
food product can make a party an 
occasion, the commercial shows a 
small group of friends enjoying 
themselves at a dining room buffet 
— you know, the kind you set up 
late in the afternoon while feed- 
ing the kids in the kitchen. Simple 
idea. But in translation, your 

permarket and see who really 
would like to buy the product. 

Further example, but on the 
other side of the coin, the side 
marked "Simple." 

A surveyor in a house trailer all 
by himself early in the morning in 
the desert. He looks half-asleep, be- 
cause he just got up. He talks to 
himself because he's alone, saying 
something about needing help, 
even a high school kid. He grabs a 
package of Wheat Chex because 
he's a man and doesn't want to 

Sales punch delivered with simplicity 

Last frame of commercial shows tight closeup of box of Pillsbury Fluffy Frosting 
Mix against background of frosting. The camera practically licks its chops 

ends up with the second. 

Example: A gas station attendant 
should be friendly, courteous, help- 
lul: a simple, easy-to-understand 
suggestion. But sometimes a sim- 
ple idea becomes simple-minded in 
application. It happens when the 
voice-over copy statement "You can 
tell he's one ol ours by his smile" 
is laid against an unbelievable pic- 
ture ... a car pulling into a filling 
station in a driving rain, while 
a happy attendant bounds out into 
the downpour to greet his corn- 

friends Gus and Joe wear dinner 
jackets, good old Mary and Helen 
are draped in rented Dior gowns, 
the candles from the dime store 
become a crystal chandelier, the 
dining room you proudly painted 
yourself is suddenly transformed in- 
to a private room at Voisin and 
who's to believe you. Artless. 

There comes a point when some- 
body ought to shout "Too Much!" 

There comes a point when those 
entrusted with selling a supermar- 
ket product ought to go to a su- 


A graduate of North Central col- 
lege in Illinois, Hooper White be- 
gan his business life as a $20-a-week 
announcer-writer-sweeper-upper at 
WTMV in East St. Louis, 111. Next 
stop was WKZO in Kalamazoo. 

He joined WBBM. Chicago, as 
producer-director, with free-lance 
radio and television show writing 
and production on the side. 

In 1952, White joined Earle Lud- 
gin and Co., Chicago, as their first 
producer of advertising material 
for television, working with live, 
film and later video tape commer- 
cials all over the U. S., Hawaii, 
Mexico, and Europe. The filmed 
commercials he produced for Hel- 
ene Curtis in Europe, in 1954, are 
credited as the first European loca- 
tion commercials for U. S. tv. 

He joined J. Walter Thompson 
as a commercial producer, and 
finally came to New York for Leo 
Burnett in his present position, 
manager of commercial production. 

The Whites, with their four chil- 
dren, live in Darien, Conn. 


SPONSOR /8 ai-ril 1963 

when you think 



• T m • __ 



• ^r "I 

Bcr-.^-.f . 



five out of five 

n each of the CORINTHIAN markets. . .Houston 
. . Tulsa . . . Sacramento ... Ft. Wayne . . . Indian- 
apolis, the CORINTHIAN television station leads 
n ratings in the latest ARB and Nielsen surveys.* 

When you buy any CORINTHIAN station, you are 
leadin g from stren gth. 

"Sourcs: 9:00 AM— 12 Midnight, Sunday— Saturday, ARB and NSI. In Sacramento, tied for first. 












Fort Wayne 




Fort Wayne 


Courtesy of The Detroit Institute of ArU 


by Frans Hals, 17 th 
Century Dutch artist, is 
a vivid example of the 

intensely personal si ) //• 

that distinguished the 

master painter. Our of 

Hals' sons probably 

11 as the model. 

in a class by itself 

Masterpiece — exceptional skill, far-reaching values. This is the quality 
of WWJ radio-television service— in entertainment, news, sports, information, 
and public affairs programming. The results are impressive— in audience loyalty 
and community stature, and in TTTTTT"! TUT'THTl ^TITT 

sales impact for the advertiser. W W J cUld W WJ"1 V 


Owned and Operated by The Detroit News • National Representatives: Peters, Griffin, Woodward, Inc. 


SPONSOR/8 April 1963 


AGENCIES get a steady stream of promotional matter from syndicators. Typical (top 1) 
Trans-Lux TV, distributor, Conquest of Pain; (top r) United Artists TV, distributor, 
The Story Oj . . . and (above) Official Films, distributor, Biography I and Biography II 

Tv syndicators 

aim newest drive 

at agencymen 

Distributors alert advertising 
agencies to station program 
buys, triggering tv business 

With few exceptions, tv syndicators 
are going all-out to promote na- 
tional and regional spot advertising for 
stations purchasing their program wares. Madison Avenue likes the idea. 

A sponsor check-up last week revealed that syndication sales executives 
are directing a good hunk of their promotional and research material to 
agency media directors, broadcast supervisors and timebuyers. This type 
of material also is going to station reps, with whom syndicators are work- 
ing closer and closer every day, aiding stations toward spot profits. 

On the theory that the syndicator's responsibility doesn't begin and end 
with the program sale, numerous sales chieftains are making it one of their 
chief functions to advise agencies of what the stations are buying. The re- 

SPONSOR/8 april 1963 


Sellers of syndicated packages now in closer 
contact with station reps and advertising agencies 

suit lias frequently been the trig- 
gering of a certain amount of in- 
advance spot business. 

Agencies are alerted. CBS Films 
indicated to sponsor that it semis 
out promotion pieces which advise 
advertising agencies of tbe various 

markets and stations which have 
purchased syndicated shows. Like 
numerous oilier syndicators, CBS 
Films also informs station reps as 
to what is happening on proposed 
sales to stations and allied matters. 
James T. Victory, vice president 

Liaison with top station reps 

Building closer liaison with reps, MGM TV staged panel of top rep execs at recent 
sales meeting. Panel moderated by Don Kearney (center), Corinthian v. p. in 
charge of sales. Representatives in attendance were (1 to r): Roger LaReau, v.p., 
Edward Petry & Co.; Jack White, v.p., H-R TV; Ollie Blackwell, director of 
tv audience development, The Katz Agency, and Frank Martin, v.p.. Blair-Tv 

Media people at big screen preview 

Soft sell presentation made by Joseph Kotler (1), vice president. Warner Bros. 
TV Division, at "The Music Man" preview. Here Kotler is chatting with media 
people from McCann-Erickson, Joe Kilian, Abbey Lester and Judy Bender 

of domestic sales, said that each 
CBS Films salesman has a list of 
agenc ies for which he is respon- 
sible, and is instructed to touch 
base with the agencies on recent 
CBS Films sales to stations. 

Robert Seidehnan, vice presi- 
dent in charge of syndication, 
Screen Gems, indicated his organi- 
zation sends out considerable pro- 
motion material and rating infor- 
mation anent product to a huge 
agency list. 

Nor are agencies overlooked by 
organizations such as Seven Arts 
Associated Corp. In addition to 
close contact with station reps, 
Seven Arts dispatches considerable 
promotional material to advertis- 
ing agencies. Much of this mate- 
rial stems irom the office of Harvey 
Chertok, director of advertising, 
promotion and publicity. 

Leonard Hammer, director of 
station representatives and nation- 
al sales, expressed belief that a 
number of instances agencies have 
been alerted to various station buys 
from Seven Arts. 

A particularly effective agency at- 
tention getter is Seven Arts' gate- 
fold carried in the various listings 
of tv station rate data. It is a spot 
tv quick-estimator of stations tele- 
casting Seven Arts' offerings. It 
calls attention to what every buyer 
should know about Warner Bros. 
Films of the 50's. The large ad 
also carries Seven Arts' program 
ratings on various stations. A special 
footnote reminds buyers interested 
in stations telecasting films in color 
to check the list available at Seven 
Arts' New York office. 

Timebuyers are informed. On 
occasion MGM TV will send spe- 
cial promotion material to ad agen- 
cies but the organization's main 
concern is in keeping time buyers 
apprised of which stations in which 
markets have purchased the post-'48 
feature films. 

"At the same time it provides us 
with an opportunity to underscore 
their performance and star power," 
sa\s Keith Culverhouse, director of 
advertising and promotion. "In 
this way, we hope to establish an 
immediate response with broadcast 
buyers of the values of placing 
business on those stations with 


SPONSOR/8 april 1963 

feature films from MGM." 

National advertisers expressing 
genuine interest in new Trans-Lux 
syndication releases are informed 
regularly on station sales, Richard 
Carlton, v. p., Trans-Lux Corp., 
told SPONSOR. 

"For example, when the Ted 
Bates agency considered The 
Mighty Hercules as a vehicle for 
Marx toys, original discussions 
were network. When this became 
impractical because of timing of 
production, the understanding was 
that the agency would seek thereby 
spot time wherever The Mighty 
Hercules was acquired by stations 
in markets of interest to Marx. An- 
other example would be Colgate's 
interest in Frontiers of Knowledge. 
In this instance, the company itself 
rather than the agency has been 
advised continually of the opportu- 
nity to buy spots in the program as 
it is sold around the country." 

In short, Carlton said that 
"where we cannot close the deal 
with the agency itself for the cli- 
ent, we believe it is well worth- 
while to keep the agency and the 
client informed on local sales to 
generate interest continually in the 

More emphasis appears to be on 
station and rep, insofar as Allied 
Artists Tv Corp. is concerned. Sta- 
tions and reps get full scale promo- 
tion kits, trailers, etc. Said Robert 
B. Morin, v. p. and general sales 
manager: "They are given results 
ol meticulous research which shows 
not only what time of day or eve- 
ning AA Tv features are used in 
various markets, but also the spe- 
cific competition, market by mar- 
ket. All this takes the guesswork 
out of the use of these features by 
new stations and provides a sure- 
fire pre-sell for both the station's 
sales force and their reps." 

Soft sell to agencies. Close re- 
lationships are also maintained be- 
tween station reps, agency time 
buyers and Warner Bros. TV Divi- 
sion, Joseph Kotler, vice president, 

told SPONSOR. 

Kotler felt that a syndicator's 
responsibility does not begin and 
end with the sale of a program or 
group of programs to a station. 
"For this reason, we maintain close 




TtLfPMONt DtLAWARE ! 1100 


January 10, 1963 


Starting Thursday, February 7, CHECKMATE 
will occupy the 7:30-8:30 slot on WNEM-TV 
Bay City-Saginaw- Flint. 

CHECKMATE'S early local ratings proclaim 
it a real winner. Following the very 
popular Michigan Outdoors, with a 45% 
share, and preceding Dr. Kildare, this 
program will pay big audience dividends 
to any advertiser in this area. 

Please contact your Petry account execu- 
tive for information on available minutes 


Calling the agencies' attention 

In this instance, MCA TV Film Syndication Division dispatched a communique to 
more than 100 important media people in Chicago's top 26 advertising agencies 

relationships with reps and agency 
time buyers," he said. 

Kotler recalled that his firm did 
something a little different last fall. 
"We invited media people and sta- 
tion reps to previews of two major 
Warner Bros, pictures — The Music 
Man and Gypsy. The thing that 
seemed to please the people who 
attended is that we did not subject 
our guests to a sales pitch. We 
merely implied that the same com- 
pany that made these pictures also 
produced the off-network programs 
we are selling." 

The Warner Bros, exec thought 
these efforts to keep reps and agen- 
cies informed have paid off hand- 

Most effective service. Keeping 
stations reps and ad agencies in- 

formed about product is one of the 
most effective services a syndicator 
can provide to stimulate spot buys, 
according to Seymour Reed, presi- 
dent of Official Films. Promotion 
material, rating success stories and 
other data are supplied by Official 
to reps, stations and ad agencies, he 
explained, and they are backed up 
by personal sales support whenever 

Official's saturation of ad agen- 
cies with its shows, as demonstrated 
by the current Biography series, of- 
ten results in pre-selling, Reed 
said. When spots have been offered 
within Biography, he said, agen- 
cies have usually been quick to 
buy. In a recent sale of Biograpliy 
to a large metropolitan station, 
Reed said, one of his salesmen was 

SPONSOR/8 april 1963 


instrumental in helping (he outlet 
sell a series of spots to a major 
public utilit) in the region. Dur- 
ing a call on an ad agency, the 
Official salesman aroused interest 
in the show, alerted the station 
and helped close the sale. 

M. J. "Hud" Rifkin, executive 
\.p. in charge of sales for United 
Artists TV, said his firm made a 
practice of sending rep firms a list 
(>l program buys by their stations 
and supplying them with impor- 
tant background material. 

"In the key markets, where ma- 
jor agencies represent regional and 
national advertisers, we constantly 
inform them of the shows we have 
on stations," Rifkin declared. "We 

signed to help him sell the show. 

"Additionally, we do a good deal 
of advertising in SPONSOR which 
our advertising people feel is an 
excellent medium for reaching time 
buyers. However, we have not 
made a practice of going directly 
to timebuyers. We do not believe 
it is our place to usurp the func- 
tion of the station representative or 
the station's own sales depart- 

Continually in touch. Alan Sil- 
verbach, director of syndication, 
domestic and international, 20th 
Century-Fox TV, told sponsor that 
his salesmen, within their zones, 
are continually in touch with ad 
agencies on the local level. "They 

Golden, vice president and director 
of sales. 

"We acquaint them with what is 
happening in similar situations 
around the country — program rat- 
ings, shares, availabilities, audience 
composition and costs," Golden 
said. "We reach our people 
through personal contacts, regular 
mailings and special presentations. 
We believe that syndicators can 
help by programing the station as 
well as possible for maximum au- 
dience and sales." 

There is no hesitation on the 
part of NBC Films sales executives 
to keep agencies abreast of "avail- 
abilities and potentials," indicated 
William Breen, vice president, 

Alan M. Silverbach 

dir. of syndication, domestic & inter- 
national, 20th Century-Fox TV 

Richard Carlton 
v.p., Trans-Lux TV 

James T. Victory 

J9 - i'./'., domestic sales, CBS Films 

Touch bases with agencies 

Syndication leaders see many advantages in having their sales forces keep in touch with agencies regarding station buys 

provide them with a continuing 
flow of information including rat- 
ings and other significant data." 

But it is apparent that some syn- 
dicators are loath to invade the 
precincts of advertising agencies, as 
was indicated in a statement from 
Len Firestone, vice president and 
general manager of Four Star Dis- 
tribution Corp. 

"We utilize two effective means 
of encouraging national spot busi- 
ness," Firestone said. "First, we 
work closely with station reps. 
When a series has been bought, we 
notify the rep and provide him 
with useful promotional tools de- 

are keeping the timebuyers in- 
formed of the latest research mate- 
rial and rating stories applicable to 
our series and features," Silverbach 

"Between the ad agencies, the 
station reps and the local station 
sales managers, we feel that we are 
covering every available spot sales 

Reps, stations and agency time- 
buyers receive steady information 
on success stories, research analyses, 
program reports, product availabil- 
ity studies and similar hard-core 
data from MCA TV Film Syndica- 
tion Division, according to Hal 

sales, NBC Films. He told spon- 
sor that syndicators today are deal- 
ing with "top drawer, off-the-net- 
work successes that earned impres- 
sive track records and SRO spon- 
sorship on a national scale. 

"The shows and their advertisers 
are still very much in business and 
it's logical that they can team up 
for local stations," Breen observed. 
"We research the individual mar- 
kets and advise agencies of avail- 
abilities and potentials. Shows like 
87th Precinct, Hennesey and Mich- 
ael Shayne are naturals for multi- 
market buys. The appeal of lon- 
(Please turn to page 55) 


SPONSOR/8 april 1963 

Banks are 

up in the air 

with big 


Drive-in customers at Skokie, 111., 
get gifts of doggy candy during 
National Dog Week. Santa Monica 
tempts the thrifty with silver dol- 
lars at 98 cents apiece. Ice-shows- 
and string quartets entertain New 
Yorkers, anil Dallas depositors are 
wooed with a mock holdup and 
baddies shot down by the sheriff. 

It's showbiz, alright, and it's also 
the business of banking. The hoop- 
la is new, but underneath remains 
the same earnest purpose: to make 
money out of money. 

Banks can turn a dollar by bank- 
rolling industry or dealing in gov- 
ernment securities— but some of the 
juiciest profits come out of the aver- 
age American wage earner. Ten 
cents a check mightn't be Andrew 
Mellon's idea of a gentlemanly oc- 
cupation, but this and other serv- 
ice charges now earn around $600 
million for the banking system. 

The interest on all consumer in- 
stallment debt runs a staggering $5 
billion annually, (it's grown at 
least 600% since 1947), yet despite 
the blandishments of pay-later the 
average man still puts seven out of 
every disposable 100 dollars into 
some form of savings (where it's 
conveniently available for re-loan 
at higher interest) . 

The sky's the limit 

Wall Street skyline is dominated 

by Chase's $138 million plaza. 

Inset, 19-Century National State 

Bank of Newark, New Jersey 

SPONSOR/8 April 1963 

All told, the money-making busi- 
ness is doing great. Banking lias 
discovered the high-volume, small- 
profit principle and become, in es- 
sence, another mammoth retail in- 
dustry. This in turn has led the 
banks into the world of mass con- 
sumer advertising. 

Sometimes unwillingly, often 
with suspicion, the commercial 
banker is underwriting $202 mil- 
lion's worth of advertising and pro- 

motion. A good deal ol the budgei 
— but not the biggest portion — goes 
into radio and television. 

The broad outline revealed by 
Amer. Bankers Assn. polling is that 
ad spending has increased for 13 
consecutive years. The kitty ol 
most banks has doubled since 1950; 
the biggest lending institutions— 
400 polled, each with over $75 mil- 
lion deposits— have hiked their av- 
erage promotional spending by 

more than five limes. 

ABA doesn't report on dollar 
breakdown by media, but in Ire- 
quency-of-mention for 19(i3 usage, 
newspapers are the standout. Ra- 
dio tanks ahead of tv, but behind 
direct advertising (calendars, post- 
ers, etc.). Tv is outmentioned by 
billboards and movie trailers, but 
does manage to score ahead of 
magazines, bus and car cards. The 
association's poll is, ol course, top- 

hi OW to meet a wealthy friend in a big city 

Saturation radio campaign by Bank- 
ers Trust (above) used spots deliv- 
ered by bank staff plus commercial 
announcer. Tellers, guards, secre- 
taries and managers from 50 branches 
gave sincerity to "you'll find a wel- 
come .. . ." Donahue & Coe agency 

planned unusually wide reach by air- 
ing on 13 N.Y. stations, and high fre- 
quency was attained with use of 
255 spots weekly for six weeks. Mar- 
ket objective was "middle-millions," 
earning $5-$10,000. At c-p-m of $0.79, 
agency figures it reached 85.8% of 

all homes within four weeks; average 
listener heard 16.4 commercials. Tv 
storyboards (right) have Chemical ap- 
pealing to executives; Chase's bull- 
dozer clearing new project; S & L's 
emphasis on family home joys; Man- 
ufacturers' animated sprite, and so- 


SP0NS0R/8 april 1963 

heavy with smaller banks since 
these make up the numerical bulk 
of the nations industry, and the 
media-mentions confirm the view of 
financial ad specialists that the 
small bank is still basically print- 

However, in terms of sizable me- 
dia spending there's a clearer re- 
flection in a 1000-bank sample re- 
ported by the Financial Public Re- 
lations Association. This has 22% 

ber news delivery for National City. 
(Far right): Mortgages and builders 
go hand in hand in Daytona Beach 
campaign devised by First Federal 
S & L, on WESH-TV. Each commercial 
featured home for sale and identified 
the home town builder or realtor. 

oJ the ad dollar going into news- 
papers last year; 15% into tv, and 
9% into radio. 

Comparing the smallest with the 
biggest banks, FPRA has newspa- 
pers used by everybody, (100% for 
banks under $5 million, and over 
$1 billion, deposits). Average ex- 
penditures here are $1300 and 
$223,100. Radio is employed by 
69% of small banks, and 94% of 
the biggest, with average outlays of 

$600 and $70,600 respectively. 

Only 11% of small banks use 
television, and spend about $500 
apiece; 82% of the giants are in tv, 
at an average cost of $150,000. 

At first sight, it appears as though 
use of electronic ad media is simply 
a function of bank size, but this 
would be an over-simplification. 

For example, radio is used by 
small banks not only because it's 
absolutely cheaper, but also because 
it's thought to give better coverage 
than tv in rural areas. Newspapers 
get the biggest play for the same 
kind of reason; they're believed to 
have high per-issue readership. 

The big banks use tv not only 
because they've got more money to 

spend, but because tv production 
costs — which most banks regard as 
extremely high — can be amortized 
in long-running campaigns reach- 
ing the greatest number of people. 
Present tv usage is, to some extent, 
a function of market-size rather 
than bank size. 

What's more difficult to explain 
is why the ratio of newspaper vs. 
radio/ tv spending doesn't change 
dramatically in either the smallest 
or largest cities. Says one observer: 
"It's a matter of personality. A 
newspaper ad is fixed, tangible, per- 
manent. It's something a banker 

Newspapers will almost certainly 
be topped by combined broadcast 
spending in 1963. The total of ra- 
dio and tv should be around 24%, 
or $48-$49 million. Virtually allot 
this will be spent in promoting sav- 
ings, and personal credit services, 
and it's in this area that commer- 
cial banks also face the stiffest com- 
petition. Mutual savings banks are 
also chasing the deposit dollar, and 
savings & loan associations look not 
only for depositors but for would- 
be homeowners in search of a mort- 
gage. Though there are only about 
5,000 s&l's, they outspend commer- 
(Please turn to page 55) 

m w* 

SPONSOR/8 April 1963 




Receiving the first NAB Distinguished 
Service Award given to an entertainer 
Bob really took off, like this: 


Thank you all. I just hate to go on and ruin 
' this wonderful affair. I have been up all 
night trying to get things done and I am very 
thrilled to be here at the Breakfast Club. 

I want to acknowledge the presence of Gov- 
ernor Collins, Governor Kerner, and these dis- 
tinguished gentlemen. I don't have to tell you 
what a thrill I am getting out of this — to have 
a big thing running up there with my life and 
all this stuff — all from the World of Bob Hope 
and I am back there cheering again. 

This is a wonderful affair and I can't think of 
any award that I enjoyed more. It is thrilling 
to be here, even at this time. I would even ruin 
my health to receive this. 

Are you guys (looking at photographers) up 
early or out late? I've never worked with a 
room full of hangovers before. I am sure they 
are here. I saw the lobby last night. 

I am especially thrilled about this award be- 
cause it is the first thing that I've gotten from 
tv that did not go to the corporation. 

I know that it is the highest award in broad- 
casting. I realize the importance of it but I feel 
if you were really sincere that you would have 
given it to me in prime time. 

The only thing that they usually hand me at 
this time of the morning is a glass of Geritol. 

SPONSOR/8 april 1963 

I love getting this award in Chicago for one 
very important reason, because I have a soft 
spot in my heart for this town; because this is 
where I started in vaudeville. Actually, it isn't 
a soft spot — it's a bruise that won't heal. 

I actually started here in 1928 at the Strat- 
ford Theater, ladies and gentlemen, where I 
got my break. We should have had that in film 
here because it was some experience which 
really was rough. This was a really rough the- 
ater, way out at 63rd and Halsted, and out 
there if the audience liked you they didn't ap- 
plaud — they just let you live. 

That was back in the old days when the 
gangsters drove around every night wondering 
whether they were going to die and I went to 
the theater knowing I could. 

I stayed at a little hotel over on Dearborn 
Street — a real show biz hotel — the mice wore 
straw hats and canes. It was a lovely hotel — lots 
of fun. After about a year they took back the 
Gideon Bibles. 

I want to actually thank the President of 
NAB, Governor Collins. He is charming and 
a sort of Cary Grant of the Everglades. You 
know, I met him years ago. I had a nice talk 
with him last night and I think he is getting as 
much a kick out of this as I am. It is surprising 
to me that a Floridan would give a Californian 
such a nice package you know — it just shows 
that there is some hope for integration. 

I like Governor Collins and I like Florida 
too. I go to Miami every once in a while to 
brush up on my Spanish. I was down there a 
couple of weeks ago and dove into the ocean 
and eight Cubans swam back with me. 

It is nice to see you, Governor Kerner, and 
listen to you forecasting the election (Chicago 
Mayoralty) . You must have gone house to 
house this morning. 

This has been a big year for me. I picked up 
three gold medals in the past month, ladies and 

gentlemen. It is a little embarrassing because 
Billy Sol Estes got indicted for just the same 

I understand that this is the first time that 
you have ever given this award to an actor, and 
I want to thank you for giving me the benefit 
of the doubt. 

This kind of award is important to actors be- 
cause we are so egotistical and it is nice getting 
your opinions confirmed. 

I have not had a year like this since Sylvania 
smiled on me years ago. You remember Syl- 
vania? I don't know whether I got the award 
for acting or for screwing in light bulbs. 

I am not surprised to see Mr. Newton Minow 
here early today. He has to get up at six o'clock 
to watch Continental Classroom. He is sitting 
there listening and thumbing through the En- 
cyclopedia Britannica. Don't get me wrong, 
Mr. Newton Minow is a man of high ideals, 
whose needling, prodding and constructive sug- 
gestions has led our great industry up the path 
to Beverly Hillbillies. How about that now? 
That's all we needed - — outhouses in the vast 

I spend ten thousand dollars a week for writ- 
ers and they are still tearing pages out of the 
Sears catalog. 

Broadcasting, ladies and gentlemen, is a po- 
tent business. Imagine Congress taking time to 
investigate tv ratings. No wonder Khrushchev 
is so confident. And it all started when Huckle- 


"For more than a quarter-century he 
has shared his great talent and pro- 
vided enjoyment for everyone . . . he 
has exemplified the finest virtues of 
the artist and responsible citizen . . . 
lie has made people laugh at them- 
selves . . . he has helped mankind to 
make a better world." 

SPONSOR/8 april 1963 


berry Hound topped the President's State of 
the I fnion message. 

I think ratings are too powerful — they can 
make or break you. 

This is really a wonderful medium. It is 
hard to believe that just a hundred years ago 
people were crossing the country in wagon 
trains and today we can shoot off rockets into 
space at 25,000 miles an hour and nobody is 
watching — they are all home watching Wagon 

Comedian with tv know-how 

Comedian Bob Hope personally thanks Governor 
Collins (c) and Newton Minow (r) for the Distin- 
guished Service Award. "I know that it is the high- 
est award in broadcasting," says Hope. "But I feel 
if you were really sincere you would have given it 
to me in prime time." No comment from Collins. 

You know, I like to feel that I'm a pioneer 
in this industry. The NBC Peacock was hatched 
from an egg I laid. I have had a lot of wonder- 
ful experiences and have always had a great re- 
lationship with NBC. I have understood their 
problems and they have televised mine. I have 
been working for NBC for 25 years. I can re- 
member way back when General Sarnoff was 
using the enlisted men's washroom. He was 
more than just a boss to me — I think of him as 
my fairy Godmoney. He is a man of great 

dreams and yet an astute businessman. He 
bought RCA stock three weeks before it was 
issued and sold it two weeks after I bought it. 
He started out with nothing but a code key and 
picture of Myrt and Marge. 

It is hard to believe what a giant RCA would 
be today if General Sarnoff had not run out of 
sons before the Kennedys. 

But broadcasting has been good to me. I 
have been on for everything but stomach acid. 
Right now I am on for the Timex Corporation 
— the watch is the same, the torture test is new. 
I started out for Pepsodent 25 years ago and 
now I am back for the same sponsor — with dif- 
ferent teeth. In case you are wondering where 
the yellow went, I have been away from it for 
ten years. I have had a lot of sponsors — Pepso- 
dent, Swan Soap, Bromo Seltzer. I have so 
many friends in the bathroom that I hate to 
leave. I have had more sponsors than Linda 

Of course, you know that I am going to be 
on for Chrysler in the fall. That will give me 
time to get rid of my Buick. You know, I 
signed with Chrysler the minute I heard that 
they would guarantee all your parts for five 

Television is a great medium for perform- 
ers but there is one sobering thought — no mat- 
ter how great you are, you can always be re- 
placed by an old movie. Probably one of your 
own. Some of my old movies are playing on tv. 
I don't know how old they are but when I look 
at them I get a strange feeling that I have a son 
that I've never met. In Los Angeles, my old 
movies are on so many different channels at the 
same time that you can just flip the dial and 
watch my hairline recede. 

But television is a precarious business for the 
performer. I see where forty weekly nighttime 
shows will be cancelled by summer. The Un- 
(Please turn to page 58) 


SPONSOR/8 april 1963 

Union Carbide pulls the plug 

on radio promo for Indoor travelers 7 

Non-commercial campaign enlisting aid 

of NAB, RAB, stations to boost portable sets, 

thereby hypoing Eveready battery sales 

Indoor travelers' are targeted 
in a new radio campaign 
which has Union Carbide Corp. all 
charged up over the boost it's ex- 
pected to give Eveready battery 
sales. The promotion is geared to 
hypo the use of all portable radio 
brands, but goes beyond those lis- 
teners who see the sets only as an 
outdoor accommodation. The "in- 
door travelers" are those women 
who travel every day from one 
room to another, upstairs and 
down, doing their housework or 
just relaxing. 

Themed on "Take a Lively 
Companion Wherever You Go — 
Take a Portable Radio," the cam- 
paign seeks to promote the use of 
transistor radios in the home — not 
only the small ones so much in evi- 
dence today, but new lines featur- 
ing handsome sets stylized much 
the same manner as plug-in table 

Developed by William Esty Co. 
for Union Carbide, the campaign 
is enlisting the support of radio sta- 
tions throughout the country by- 
pointing out that the more sets 
sold, the greater their potential au- 
dience. NAB and RAB have al- 
ready added their backing, and 
Union Carbide hopes set manufac- 
turers will join in the drive. Union 
Carbide's participation is only in 
creating the campaign, with no 
plugs for Eveready batteries in- 
volved at all. 

Union Carbide's A. H. Brust, 
advertising manager for consumer 
products, noted that of some 200,- 
258,000 radio sets now owned in 
the U.S., over 50 million of them 
in use are battery-operated and 42- 
45% of American homes have tran- 
sistor sets in one form or another. 

that the surface 
has barely been 

But he added 
of the market 

He said that although many who 
own transistor radios use them all 
year around rather than as a sum- 
mer-only gimmick, a vast segment 
of listeners look on the portables 
as strictly an outdoor, hot weather 
item because of relatively little pro- 
motion and dealers who relegate 

this type of receiver to "step-child" 

Now, a promotion kit has been 
put together for Union Carbide by 
Esty, and is being offered to sta- 
tions through NAB. Special mate- 
rial prepared for the kit includes a 
number of announcements of vari- 
ous lengths to be used "live" by a 
station; a 12-inch LP with a series 
of zany "Platter Personalities," cre- 
ated especially for "guest appear- 
ances" on a station, as well as a 
musical signature or jingle treat- 
ment for use in conjunction with 
live or recorded spots, and/or 

'Lively companions' tuned up for battery boost 

New non-commercial campaign, designed by Union Carbide to promote the use 
of portable radios in the home, uses no brand names but will urge listeners to 
purchase battery-operated sets. Model holds kit sent free to stations on request 



played "blind" at station breaks. 

One of the station announce- 
ments, for example, reads: "Marvels 
of engineering, styling and per- 
formance . . . delightfully conven- 
ient . . . and economical. That's 
today's wonderful battery-operated, 
cordless radios. They're pure pleas- 
ure to own because they keep giv- 
ing pleasure hour after hour . . . 
week aftei week. These new tran- 
sistor sets, under normal usage, can 
play for many months on end with- 
out a single battery replacement. 
Then too, there are no cords to 
tangle or trip over, and operating 
costs are little, if any, more than 
for plug-in sets. A portable totes 
from one place to another as easily 
as a box of candy . . . and there's 
no plugging and unplugging, or 
looking for outlets. They travel 
out-of-doors, too! So you need never 
be out of earshot of entertainment. 
. . . Buy one, then you'll agree — 
you take a lively companion 
wherever you go . . . when you take 
a portable radio, and keep it tuned 
to. . . ." 

Among the characters appearing 
in interviews on the disk are such 
well-knowns as "A Wealthy Dog 
Lover," "Somebody's Mother-in- 





-' r ', 
1 ri 

Around the home around the clock... 


take a Portable Radio! 

Law," "Mi. Windbag," "Teenage 
Organizer," "Monsieur Cher-Chez 
la Femme," "World's Outstanding 
Authority on the Indoor Traveler," 
and "Lovely Homemaker." They 
range from 85 seconds to 41. 

There's also a section containing 
specially prepared sales promotion 
material for local sales managers to 
use in conjunction with their own 
sales programs. In addition, the 
kit provides a set of portable radio 
commercial scripts for retail stores. 
The kit is available free of charge 
from Esty. 

Brust emphasized that the cam- 
paign should result in increased 
advertising revenue as well as lis- 
tening audience for stations, in ad- 
dition to benefiting set retailers, 
wholesalers, and manufacturers. He 
added that "if stations really push 
this promotion, I believe they can 
double their listening audience. 
Wide-awake stations will really 
make use of the kits." 

The manager of each station re- 
ceiving the kit will get a letter per- 
sonally addressed to him from Esty 
v.p. Daniel M. Burns, underscoring 
the values of the campaign. It 
points out that the tremendous 
growth of portable radio listening 









Radio station aids for portable campaign 

Advertising ideas, compiled for use by outlets in conjunction with on-air promo- 
tion, show how battery-operated sets can be taken anywhere at all in the home 

in recent years has radically 
changed the habit of indoor listen 
ing, too. 

Burns notes that a recent Niel 
sen survey showed battery portable 
listening during the winter month' 
added an average of 35.8% to plug 
in sets, and adds that every mem 
ber of the family is listening more 
because the portable increases vast- 
ly their opportunities for listening. 

Managers are also told that the 
low cost of the radios, economical 
operation, and smart styling are 
factors already working for them, 
and the most effective way to fur- 
ther increase the popularity of 
portable radios is to keep telling 
people what they're missing if they 
don't own one. 

Brust said manufacturers have 
now come out with new transistor 
home portables designed to com- 
plement the decor and please the 
housewife. While previous home 
battery portables might have been 
cumbersome, the new ones are 
light in weight and easily carried. 

It was pointed out that house- 
wives can now take the radio with 
them from room-to-room, listening 
all day long, as they take care of 
their home, greatly increasing the 
number of hours they are tuned in. 
A typical housewife listening to a 
plug-in radio while doing the 
dishes would turn the set off when 
leaving the kitchen to make the 
beds, dust the house, etc. 

Brust said that while the cam- 
paign is breaking as a spring pro- 
motion, it is planned as a year- 
'round drive and will also be tied 
in with seasonal holidays. Stations 
taking part will receive follow-up 
scripts for the holidays as well as 
special promotions. In addition to 
stations in the U.S., the kits will 
also go to all English-speaking sta- 
tions that request them, such as 
those in Canada and Mexico. 

Brust added that Union Carbide 
makes nine Eveready batteries for 
transistor radios — six of them ac- 
counting for 90% of the total size 
demand — and of the 24 million ra- 
dio sets sold last year, over 1 1 mil- 
lion were portables. ^ 


SPONSOR/8 april 1963 


fhe NAB meeting: topic "A" is 

possibility of more government 
! control of advertising, shows 

Government regulation was the 
unannounced theme of the 41st 
innual convention of the National 
Association of Broadcasters. In the 
corridors of Chicago's Conrad Hil- 
ton, in the many scattered business 
suites, in restaurants, and above all 
at the dais, broadcasters and their 
guests talked most about this single 

NAB president LeRoy Collins 
'challenged government, FCC chair- 
man Newton Minow threatened 
broadcasters, and industry execu- 
tives discussed what to do about 
'government. Distinguished Service 
i Award winner Bob Hope was the 
only one to joke about it all (see 
page 44) . 

Even before the convention offi- 
cially opened on April Fool's Day, 
i the major subject of conversation 
was the House rating hearings. 
ABC Radio president Robert R. 
Pauley sounded one viewpoint at a 
meeting of his affiliates when he 
said: "I fervently believe that fed- 
eral regulation of ratings is not in 
order at present and I testified to 
this. And yet, you know it was 
tough to tell these Congressmen 
that free enterprise could, should 
and would take care of the abuses 
after all these years. For on the 
one hand I stood before men of 
dedication, principle, integrity and 
high intelligence — the Congress- 
men. And there at the witness 
table where I sat, I was to hear 
testimony which was truly shameful 
and deleterious to our great free 
enterprise system, not to mention 
radio. It would seen that any legis- 
lation ridding our industry of some 
of these people and practices would 
be the answer . . . today. But what 
about tomorrow? If ratings are reg- 

SP0NS0R/8 april 1963 

ulated by legislation, who's going 
to run it and what about our 

Frequently asked by broadcasters 
was the question, what do you re- 
place them with? The sometime re- 
ply, "qualitative information, not 
quantitative," was heard, but did 
not satisfy all. 

The rating question took the 
background Monday, 1 April, when 
Governor Collins, in a stirring key- 
note address, asked FCC: "Why 
is it, when broadcasters generally 
are pleased with your cooperation, 
and when I am sure you feel that 
you have been fair to us; and when 
you have always expressed an abid- 
ing respect for the efforts of most 
of us . . . why is it that the broad- 
casters of 1963 are more deeply 

worried about you than has been 
the case for many years. Why is it 
that responsible broadcasters, who 
enjoy the highest respect where 
they serve, are anxious and brood- 
ing over what they consider im- 
proper intrusions by the regulatory 

Taking full aim, Collins said, "I 
say there is wrong in your FCC 

Collins drew warm applause 
from broadcasters, none from Min- 
ow, when he said: "Unnecessary 
rules and regulations imposed by 
the strong arm of government, re- 
gardless of how well intended, are 
certain to hinder broadcast prog- 

Michigan's Romney, FCC's 
Minow are in NAB spotlight 

Two of country's major public fig- 
ures, Governor George Romney 
and FCC chmn. Newton Minow, 
had chance at NAB meet to air 
views on responsibility of broad- 
cast media to U. S. air audiences 


One . . . Two . . . Three . . . Snip! 

Officiating .it opening of NAB's exhibits: (left to right) John E. Fetzer, president 
of Fetzer Stations; E. James Ebel of Fetzer-owned KOLN-TV, Lincoln; and Everett 
Revercomb, secretary-treasurer oi NAB and manager of 1963 Chicago convention 

less, not aid it; to suffocate the 
broadcast spirit, not kindle it. 

"Commissioners, I urge you to 
be more direct if there is wrong. 
In an appropriate proceeding, disci- 
pline the offender. Challenge 
broadcaster's right to stay in busi- 
ness who is inscrupulous and faith- 
less to his trust. But do not force 
all broadcasters out of the air and 
into the pressure chamber of an 
n\ erzealous bureaucracy. For this 
is t lie route for decimating the pub- 
lic interest, not for serving it." 

Broadcasting does not enjoy the 
respect that it should command 
with the federal government, Col- 
lins continued, as he moved from 
his attack on the FCC, to propos- 
ing five steps toward placing "the 
public interest first." 

First, "let us as broadcasters be 
master of our own house . . ." we 
must give up the philosophy that 
ratings are good if we are number 
one, and bad if we are not, or that 
they are good as long as they will 
serve a profit purpose, notwith- 
standing a lack of reliability," Col- 
lins said. "Secondly, I propose that 
we begin promptly to plan for the 
further elimination of advertising 
influence over programing . . . 

Thirdly, let us project and enforce 
our Codes, with the strong support 
of the whole industry, as the prime 
instruments of service to the people 
of our land." 

Noting the government has set 
for rule making a proposal to limit 
commercial time, Collins hit hard 
saying "If this step is taken, for the 
first time in history our industry 
will have made a significant move 
toward public utility-type regula- 
tion. Because if by government re- 
straint the amount of advertising 
is limited, then pressures will surely 
ensue to provide, also by govern- 
ment order, a rate structure which 
will not yield a fair return for an 
overall operation on such a limited 
base . . . Gentlemen of the Commis- 
sion, I urge you: reconsider this de- 
cision, not as a matter of accommo- 
dation, but because it is wrong." 

Collins also expressed the desire 
to develop a program department 
within NAB to aid broadcasters 
and to identify all of American 
broadcasting with the banishment 
of illiteracy. 

As a windup, the NAB president 
added: "Let us all say to these men 
in government, 'the public interest 
is our business, our responsibility, 

and we will take care of it our- 
selves,' and make it stand up." 

The "vast wasteland" author 
took the challenge 21 hours later at 
the same dais urging a law requir- 
ing every broadcaster to belong to 
the NAB and that NAB be given ] 
authority to enforce its own stand- 
ards lor commercial announce- 

Minow said the present NAB 
Code represents the thinking of re- 
sponsible broadcasters about adver- 
tising practices, but "it is not com- 
plied with and is not adequately 
enforced." He said only 38% of 
radio stations, and 70% of tv sta- 
tions subscribe to the Code. 

Quoting Herbert Hoover who in 
1922 said it was inconceivable that 
broadcasting should be allowed to 
"drown in advertising chatter," 
Minow said "Forty-one years later, 
the American public is drowning 
and calling for help. 

"A television commercial is 
broadcast somewhere in the United 
States every 1.7 second." 

While reporting that the FCC 
has a policy against "over-commer- 
cialization," Minow said the com- 
mission "has never established 
ground rules for it." He then hit 

"I wish I could persuade you 
and my colleagues to go to the 
Congress together to urge that 
broadcasting legislation follow the 
principles of the Securities Ex- 
change Act. I would urge that the 
law require that everv broadcaster 
belong to the NAB, just as most 
brokers belong to the National As- 
sociation of Securities Dealers. . . 

"1 would personally urge that 
you have the lawful authoritv to 
enforce your own commercial stand- 
ards, with an appeal to the FCC, 
just as is clone in the securities field 
with the SEC. I cannot understand 
why you do not see the wisdom of 
taking such a course instead of re- 
quiring further action from the 
government. Those of you who 
live honorably by fair rules should 
insist now that your competitors 
adhere to them too." 

Lest anyone think that he was 
soon leaving the FCC, and that 
someone might relax, Minow de- 
nied rumors of his resignation. "I 


SPONSOR/8 april 1963 

hall make no announcements or 
statements today about these rum- 
)rs, except to suggest to you that 
,ou continue to tlo business at the 
,ame old stand in our office at 12th 
md Pennsylvania Avenue." 

FCC commissioner Robert E. Lee 
md Tv Code Review Board chair- 
man William D. Pabst, KTVU, 
Oakland, took up the cudgels of 
an FCC proposal to adopt the 
NAB Code in direct debate last 
Wednesday. Lee stressed that re- 
quested comments don't mean 
rules, but noted a unanimous feel- 
ing by advertisers and broadcasters 
that there is a big problem. "Rath- 
er than burdening many because of 
the mistakes of a few," Lee said, 

"burden a few with the virtues of 

Pabst urged FCC to rescind its 
action, and to sit down and talk 
about it with broadcasters. Rule- 
making is slow and cumbersome, 
he said, adding: "I am afraid broad- 
casters will become disenchanted 
and demoralized by this interfer- 
ence." Pabst again said FCC was 
acting to cover minority of tv 
broadcasters, and suggested self-reg- 
ulation would be destroyed if the 
FCC moved to implement its pro- 

Michigan Governor George Rom- 
ney, as the convention neared its 
end, took the offensive against gov- 
ernment regulation, as did Gover- 

nor Collins. Noting that Lincoln's 
problem of a hundred years ago 
was excess sovereignty of state, 
Romney said today it is the exact 
opposite. The question is "whether 
excess sovereignty of government 
will destroy local and state respon- 

"Fundamental issues raised are 
three-fold," Romney said, outlin- 
ing the trio as: whether Federal 
officials can remodel the will of 
Congress; is a state to have a pro- 
gram tailored to its needs or as 
Washington sees the need; and 
whether acceptance of Federal Aid 
by states is going to subject broad- 
c asters to Federal dictation. 
(Please turn to page 58) 

Full sponsorship sought for "En France/' now in syndication 

Seven Arts is looking for advertisers willing to 
pick up the tab in full for "En France," new cul- 
tural and entertainment series of 26 half-hour tv 
programs which teach the French language on an 
adult level while taking viewers through the French 
countryside and to that nation's famous landmarks. 

Just placed into syndication at the NAB con- 
vention, Seven Arts acquired domestic U.S. rights 
to the series from Tele-Hachette. It stars Dawn 
Addams and Alain Valade and, in addition to teach- 
ing a basic and practical vocabulary, it teaches 
the fundamental syntax of the French language 
and the simple usages of the main grammatical 

With Miss Addams serving as the viewers' men- 
tor, the program follows a visitor to France from 
his landing at Orly Airport to his final evening in 
Paris, capped with a party in a picturesque cellar 
where all the characters of the preceding 25 
sketches come to say farewell. In between, amus- 
ing and entertaining "real life" situations arise 
while the visitor travels about. 

Each situation is first explained in English, and 
then redone completely in French. 

Miss Addams entered the series as a favor to 
its director and adapter, Fernand Marzelle, who 
had served as an assistant director in one of her 
European films. She did the pilot for no fee, with 
an option for salary should the series begin full 
production. She said she forgot about it until she 
was notified to go to Monte Carlo and pick up 
the Nymphe D'Or Grand Prix the pilot had won at 
the International TV Festival. The award provided 
the impetus to completing the filmed series. 

SPONSOR/8 april 1963 






More accounts 


ft® {IDd® 








Irv Schwartz McGavren-Guild Co. 

V.P. & Gen. Mgr. Mid-West Time Sales 


Media people: 
what they are doing 
and saying 

It's everybody in the pool at J. Walter Thompson: A new arrange- 
ment for buying is now in effect al JWT (New York), and we hear 
the reps are pleased with the change. Gist ol the pool system is that 
each Inner is assigned a priority account, usually the account he has 
been handling right along, but with the proviso that he may buy 
for an) other account when the need arises because of a heavy work 
load on a particular account. Included in the change also is the 
division of buying on the Liggett 8c Myers account which we reported 
in this column last week. 

That recent week-long series of KOLN, KGIN-TV (Lincoln- 
Hastings-Kearney, Neb.) Lincolnland luncheon presentations at Avery- 
Knodel, New York (see photo) drew a number of media people, in- 
cluding: Bates — Bill Groome, Bill Abrams, Dan Monahan, Jack Sin- 
nott, Norm Chester, Perry Seastrom, Art Goldstein, Mary Ellis, Hill 
Warner, Bill Petty; B&B— Mike Selbert, John O'Leary, Hob Gorby; 
Colgate — Al Nelson; Compton — Doug MacMullen; DCS&S — Bob 
Walsh, Frank McDonald; Esty— Jack Rothenberger; FC&B— Dick 
Pickett, Bob Rowell; FRC&H— Elizabeth Griffiths, Jim Kelly, Jonny 
John; Gumbinner — Walter Reed; Morse Int. — Mary Ellen Clark, 
Adele Schwartz; OB&M— Don Evanson, Bob Warsowe; JWT— Bill 
Millar. Dom Ventura. 

He's the one with the tan: Doug Hunim of Charles \V. Hoyt (New 
York) , back in town after ten days in the sun at Pompano Beach, Fla. 

New addition at Norman, Craig & Kummel (New York) as of 
1 April is assistant account exec Brendan Broderick, who is assigned to 

(Please turn to page 54) 


A gathering for Lincolnland 

Among those present at Avery-KnodcTs New York office for the KOLN, 
K.GIN-TV presentations were (1-r) Duane Holman, general manager of the 
stations; Elizabeth Griffiths, Jim Kelly, and Jonny Johns, all of Fletcher 
Richards, Calkins & Holdcn; and J. W. Knodel, president Avery-Knodel 

SPONSOR/8 april 1963 






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Monday thru Friday, 9:00 A.M. 




Represented nationally by Blair-TV 

SPONSOR/8 April 1963 


Tke Riiwutfoj Giani 

... is a great guy to have in 
your corner. His full-time 50,000 
watt voice dominates a 71-county 
area. His full-range programming 
attracts the crowds. His reputa- 
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to sell the $1.8 billion Ark-La-Tex 
market. Ask your Christal man. 





a much BETTER BUY 
NOW than last Fall. 





Greater Popularity 






Continued from page 5 

the Colgate group. He was previously broadcasf buyer for Best Foods 
NuSoft at McCann-Erickson (New York) . 

At SSC&B (New York) , Chuck Woodruff has switched from the Leve 
Brothers account and is now handling Noxema Cover Girl make-up 

News from Doyle Dane Bernbach: The new media supervisor a 
DDB (replacing John Nuccio, now media director at F&S&R) is How 
aid Gerber. Howard, with DDB almost a year now, was previously ; 
media buyer with Grey, and Benton 8c Bowles. 

Are you an all-media estimator looking forward to becoming a 
buyer? This might be your chance, if you're not averse to working hard 
even working into the evening hours when necessary. You must have 
at least a year's experience as an estimator. All interested guys and 
gals contact media supervisor Barbara Swedeen at North Advertising 
(New York) . Now don't forget to tell her we sent you. 

M-Day for Kudner: We hear 3 May is the day Kudner (New York) 
moves to their new address, 605 Third Avenue. 

More wedding bells at Y&R:Media buyer Karl Laborie (Remington 
Rand, Filbert) and Gloria Jones have set 20 April as the big day. 

On the ad scene: We'd 
like you to know Robert Sil- 
berberg, assistant media su- 
pervisor at Doherty, Clifford, 
Steers & Shen field. Bob han- 
dles accounts Grove Labora- 
tories, Airwick, Ferns, Ipana, 
Sonotone, and Standard Tri- 
umph, and has been with 
DCS&S for almost a year- 
and-a-half. Reporting his 
views on color tv, Bob feels 
that this medium is gaining 
momentum, but that the 
quantity of programing must 
be increased substantially, 
and maintainance and orig- 
inal costs of color sets must 
be lowered to attract con- 
sumers before color tv can be 
established as a compelling 
advertising medium. Bob 
points out that, interestingly 

enough, despite qualitative values such as higher commercial recall, 
less than 50% of all advertisers sponsoring network color programs 
use color in their commercials. Prior to joining DCS&S, Bob Silber- 
berg was a buyer at Benton & Bowles for three years. He is a graduate 
of City College of New York, where he majored in advertising. After 
college, he spent more than three years as an officer with the U.S. Navy. ' 
Bob is married, father of three sons, resides in Jackson Heights. ^ 

Silberberg: a view on hue 


SPONSOR/8 april 1963- 


(Continued from page 32) 

ook. He pours canned milk, on his 
Llhex because he doesn't have fresh 
nilk. — and what does he say to him- 
self while pouring the canned milk? 
'I wish 1 had fresh milk." He picks 
up one of the toasted squares and 
his stream of consciousness voice 
says something like "Must be hard 
to make every one of these just 
alike." Then he pops it into his 
mouth, because they're for eating. 
He gets up, picks up his surveying 
instruments and goes to work in the 
desert, ready to meet the day. The 
announcer says, "If you have a 
man's work to do, start the day with 
Wheat Chex." I believe the cora- 
imercial because I believe what I 
saw. Not ornate. Not complicated. 

Another simple example: The 
idea is to sell cake frosting. Rather 
than host the set with glitter, Pills- 
bun stayed beater-close as the frost- 
ing is made, with the camera prac- 
tically licking its chops. We see the 
spatula frost the cake, we see the 
frosted cake turn full-screen, and 
then we see the package of Pills- 
bury Fluffy Frosting Mix. And what 
is the background behind the box? 

It would seem that there still 
is a place for simplicity and single- 
mindedness. Things have a way of 
getting complicated and ornate 
when too many well-intentioned 
people get into the act. There's a 
crowd psychology in the prepara- 
tion of advertising material just as 
there is in a riot or a lynching. No- 
body would do it that way alone, 
but sometimes you end up with a 
result that no single participant 
had in mind. 

What to do. Somewhere along 
the line — probably right from the 
first time a writer writes or an art 
director draws — he ought to dis- 
cipline himself to simplicity. Some- 
where along the line, a producer 
should step back from the myriad 
details of his production, and re- 
member that he is producing an 
idea and not a one-minute "Ben 

It's harder to be simple than 
ornate. It takes an idea. It takes 
discipline. The lily is a simple 
flower. It looks simple-minded 
when its gilded. ^ 


(Continued from page 40) 

gevity and continuity are always 
strong appeals to agencies, whether 
on the network or in syndication." 

Keep agencies advised. Also in 
favor of keeping agencies informed 
of "rating histories," etc., is Jacques 
Liebenguth, general sales manager, 
Storer Programs, Inc. Liebenguth 
said Storer Programs feels it is "im- 
portant" to keep agencies and sta- 
tion reps advised of the success of 
any syndicated program. 

"We realize that it is important 
to stations if their reps and ad 
agencies are completely familiar 
with rating histories of syndicated 
programing to help them in their 
spot buys," Liebenguth said. "This 
is one of the important functions 
of the syndicator." 

A similar view was expressed by 
Al Sussman, vice president and 
general manager of WBC Program 
Sales. Sussman maintained that 
syndicators have a responsibility to 
the television station, station man- 
ager and sales department "to sup- 
ply not only good programing but 
they also have an obligation to de- 
liver a continuing service to their 

"WBC Program Sales regularly 
circularizes periodic rating infor- 
mation, viewer habits and other 
data that would help the station 
make additional sales within the 
syndicator's program," Sussman 
continued. "As a further example 
of the necessity to have close rela- 
tionship between syndicator, tele- 
vision station and ad agencies, we 
invited Steve Allen to fly in from 
Hollywood to meet with Chicago 
media directors and time buyers 
during the NAB Convention. This 
was not a direct sales presentation 
but an opportunity for agency ex- 
ecutives to meet and talk with 
Steve. Any aid a syndicator can 
give to customers buying his pro- 
grams is a necessity." ^ 


(Continued from page 43) 
cial banks in local promotion for 
savings, and pick up 10,000 new ac- 
counts per working day. They also 
outbid the banks in national, "cor- 
porate" advertising. 

The Savings and Loan Founda- 
tion has half its $2.5 million budget 
in network tv. It buys specials, and 

lays weight on the values of home- 
owning. Its tv campaign is heavily 
merchandised with builders, and 
backed up at the local level by 
what American Banker calls "home- 
spun, religious-style fervor." Result 
is that s&l's now write more than 
40% of all residential mortgages. 

Banks are outpaced in the sav- 
ings race, because they're not al- 
lowed to offer the highest returns. 
Banks are a late starter in the mort- 
gage stakes, and face determined 
opponents in almost every other 
area of personal credit. The auto 
industry is grabbing a big share 
of new-car financing (22% of cars 
sold by GM dealers are financed 
through GMAC), and appliance 
manufacturers hold their own pa- 
per on much installment buying of 
household equipment. Of the top 
25 finance companies, eight are 
owned by manufacturers like Sears 
Roebuck, Whirpool, and Carrier. 

The big commercial advantage 
the banks possess is that they can 
lend money for all these purposes, 
and it's a rare radio or tv campaign 
that doesn't mention "one-stop 
banking." Travelers around the 
country report a sustained theme in 
bank advertising. One good reason 
is that the ABA has its own skilled 
advertising department, which from 
a New York City headquarters 
serves members with a flow of pre- 
pared radio spots and tv story- 
boards. ABA believes full-service 
is a golden phrase for bank cam- 

There are competitive advan- 
tages as between banks and other 
lending bodies— a new-car loan is 
normally cheaper, for example, 
than dealer financing— but the dif- 
ferences between banks themselves 
tend to be marginal. In both the 
retailing principle (high volume) 
and the advertising problem (lack 
of product superiority) the banks 
therefore are in a situation analo- 
gous to package-goods marketers. 

It's not a parallel because of one 
unique problem: to most people, 
talking about money matters is just 
slightly less embarrassing then 
stretching out on Dr. Kinsey's 
couch. Banks can make best use 
of full-service only if people be- 
lieve they can turn to them for 
every assistance, yet to date only 
40% of unskilled workers and 60% 

SPONSOR/8 aprii. 1963 





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CHICAGO 520 N. Michigan Ave. 467-7050 

DALLAS 1905 South Center, Rj 7-8553 
HOLLYWOOD t04t N. Formosa Ave. Ho 6-3429 

of skilled have ever used any hank 

Radio and tv are beginning to 
prove they can be used to win this 
confidence. It's no accident that 
New York, banking center of the 
nation and a city where competi- 
tion for the disposable dollar is 
keenest, has become a laboratory 
for banks in broadcasting. 

Here's some of the thinking be- 
hind typical New York campaigns: 

When New York's Chase Man- 
hattan began its big push three 
years ago, it turned to Ted Bales 
agency. Eyebrows were raised in 
both financial and media circles 
when Bates recommended that near- 
ly all the personal-finance budget 
be placed in "the most efficient tv 
for this purpose; that is, spot," as 
account supervisor John Howard 
describes it. 

Chase now is a near-saturation ad- 
vertiser, 52 weeks on six channels, 
spending $1 million plus. Reach is 
the first consideration, against fre- 
quency, and Bates has apparently 
satisfied Chase so well that the 
agency has almost unlimited free- 
dom, within budget, to develop the 
spot concept. The philosophy, if 
not the mechanics, of the campaign 
is expressed as "we'll buy anything 
that comes in at $1.55." 

Bates has run penetration studies 
in the market each year, and to its 
delight there appears to be a 
straight-line correlation between 
public awareness and the circula- 
tion the agency has contrived. More 
simply, rival clients spending less 
have lower penetration. 

The spot buys aim at just about 
the total tv audience, with perhaps 
a slight bias in favor of young 
heads of families and even adoles- 
cents. "Savings habits, after all, 
are habits," says Bates. A few pro- 
gram vehicles are avoided, for im- 
age reasons, but otherwise the cam- 
paign is spot par excellence. 

In terms of awareness, Bates' 
use of "you have a friend at Chase 
Manhattan" is probably the most 
successful financial slogan yet de- 
vised; it's become a part of public 
usage and been the butt of column- 
ists and cartoonists. "The friend," 
says Howard, "is not just a tagline 
but the entire theme of the com- 

These commercials, incidentally, 

are certainly a successful treatment 
of a complex proposition— the trans- 
lation of money into services. How 
well they've payed off at the teller's 
window isn't known— but Chase has 
bumped its tv spending three times 
—and deposits alone have grown 
$500 million in the same period. 

To some degree, the Chase-Bates 
proposition downgrades the signifi- 
cance of socio-economic differences. 
At Chemical New York, however, 
the marketing belief is that the 
above-average consumer may be a 
better customer of full-service fa- 
cilities. As a consequence, the heart 
of Benton &: Bowles' strategy is a 
New York program buy which has 
superior audience characteristics, 
yet which reaches a sizable audi- 
ence in total. It's Biography, on 
WNBC-TV, which "has done above 
our expectations in ratings," ac- 
cording to accountman Ed Peguil- 
lan, "but which fits the bank's idea 
of upscale activity, and attracts a 
more-thinking audience." 

Any shortfall in coverage is reme- 
died by spot, minutes and 20's, 
bought on four New York chan- 
nels. Chemical is aggressively seek- 
ing the new depositor, and the spots 
probably help out with reach while 
the program lends frequency, as 
well as a better chance to expand 
on the bank's services. Sole radio 
buy is the 1 1 p.m. news on upscale 

Purpose of the mixture is to 
touch complementary areas: per- 
sonal finance and also commercial 
accounts. "The ideal campaign," 
says Peguillan, "would be one that 
persuaded the president of U. S. 
Steel to have both his personal and 
his corporate account at the same 

Chemical's tactic is to get a dou- 
ble-ride out of the personal cam- 
paign, through buys which almost 
certainly will hit an above-average 
number of business executives as 
well as mass consumers. Its com- 
mercials are designedly a little less 
ingratiating than Chase's: they say 
merely "You have a helping hand 
at Chemical New York . . ." (Bates' 
admen believe the Chemical pitch 
is too similar to their own to be 
really successful, but this overlooks 
the different nature of BfcB's media 

For Manufacturers Hanover, al- 

so in New York, the accent is on 
balance. Through Young & Rubi- 
cam, the bank places its spots on 
early and late news on WCBS-TV, 
and partic ipates locally in the To- 
day show. Radio is handled via a 
CBS world news roundup three 
times weekly, plus a small ethnic 
buy on two German-language sta- 
tions, mainly for remittance busi- 
ness. The bank also makes prestige 
buys: Boston Symphony for 13 
weeks on WNEW-TV and, this 
month, two hour long specials on 
another independent, WPIX. 

Like most major-market opera- 
tions, the bank uses airtime to pub- 
licize branch activities and new- 
branch openings, and suburban 
viewing and listening habits play 
a large part in its broadcast plan- 
ning. What's chiefly remarkable 
about Manufacturers, however, is 
its reliance upon animated commer- 

Y&R feels these intrigue the view- 
er; other admen wonder whether 
the selling message isn't lost in the 
whimsy. Animation is popular with 
banks across the coutnry. One ex- 
planation: "It's an over-reaction 
against the old-fogey image." 

The tactics of these three New 
York banks are markedly different. 
But the sharpest distinction is 
probably between Chase, with its 
massive spot coverage, and First 
National City, a New York bank 
which has become almost the arche- 
type of single-program sponsorship. 

For 11 years, National City has 
been with one show, the Eleventh 
Hour News on WNBC-TV, with 
John K. M. McCaffery. As part of 
the deal it also now gets on the 
Today show twice weekly. The sta- 
tion describes this show as "reach- 
ing more homes than any other lo- 
cal news telecast in the world." It 
is a fact that McCaffery regularly 
rates between 19 and 20, and cur- 
rently is seen in anywhere between 
1 million and li/ 2 million homes 

At BBDO, National City's buy is 
seen as an almost classic example 
of the mileage which can be made 
from concentrating tv money into 
one vehicle. Account supervisor 
John Leonard says the four-week 
cume is around 60%, and reaches 
90% within the year. "It's an ex- 
cellent profile, and big enough to 

SPONSOR/8 april 1963 


give us .1 cross-section oi the whole 
in.ii ket." 

Sponsorship also gives National 
the best formal Eor its commercials. 
Quoting research l>\ Schwerin and 
others, the agenc) affirms that its in- 
side' conuneic i;iK give optimum per- 
formance. The bank's v. p., Gran- 
ville Carrel, quoted the same opin- 
ion in a handbook published l>\ the 
FPRE in 1958. 

BBDO plans to buy more spot in 
future, and to continue blanketing 
suburban housewives with daytime 
radio. But the biggest change comes 
this month, when McCaffery quits 
WNBC-TV. He's going to WPIX; 
National will follow him there, but 
will also retain the Eleventh Hour 
Sexes under Frank McGee on the 
NBC TV flagship. 

The addition of a second pro- 
gram plus heavier New York spot 
buying was more or less planned 
for the coming year, but McCaf- 
! cry's move may have pushed Na- 
tional's hand slightly. And it could 
work out well, for there are signs 
that New York's independent sta- 
tions this year will make a strong 
bid in local market news coverage. 

In the spot- vs. -program argu- 
ment, BBDO's Leonard sees his cli- 
ent as trying to assume the role of 
a professional advisor, akin to a 
family doctor or lawyer. The bank's 
association with an outstanding 
news program, continuing over the 
years, has built an atmosphere of 
reliability, respect and trust. 

Unfortunately, nobody is yet able 
to measure atmosphere's return in 

Bank's don't agree whether an 
s&l formula could or should be 
struck. As a rough guide, a New 
York financial p.r. firm, Edward 
Thomas Associates, surveyed the 
comparative efficiency of local pro- 
motion for savings accounts. Its 
1961 findings were that, for every 
local ad dollar, a bank or s&l could 
expect to attract between $98 and 
$112 in new deposits. In today's 
major markets, radio and tv now 
appear to be bettering those levels. 


{Continued from page 46) 

touchables were tagged. Of course, 
Elliott Ness swore before he goes 
that he will get Danny Thomas on 
an antitrust rap. 

Imagine Naked City going oil. 
I he wa\ they heard about it, they 
said: "Get dressed fellows, you're 
through.'' They decided that Naked 
City was overexposed, it frightens 
people. When cops and robbers 
can't make it, what is there left to 
believe in? 

Have Gun Will Travel is travel- 
ing. This was an American insti- 
tution — the Saturday night blood 

A lot of Westerns are riding into 
the recesses of Madison Avenue — 
which proves that tv is setting a 
wonderful example for the entire 
world — that disarmament is possi- 

Communications are improving. 
I understand that we now have a 
teletype between Moscow and 
Washington so that Khrushchev 
can order his potato chips direct. 
This has promoted friendly rela- 
tions between our two countries. 
Khrushchev sent Kennedy a case of 
caviar and Kennedy sent Khrush- 
chev a case of tuna. 

You know, I have been very 
lucky in this business. I am not a 
doctor — I am not a cowboy — I am 
not a detective and yet I have sur- 
vived for over twenty-five years on 
tv. I have a beautiful home, have 
sent my kids through college — I 
have everything I want all because 
I happened to see Bob Sarnoff com- 
ing out of that motel. 

You know, you gentlemen really 
have a great responsibility. In case 
of war you will be the ones to alert 
the country, even if you have to 
break into a commercial. No, seri- 
ously, you do because you are re- 
sponsible for the most amazing in- 
strument of mass communication 
known to man — a twenty-one-inch 
looking glass that shows the world 
full length. Just spin the dial — 
instant history. After knocking 
around the world for about twenty- 
five years, I have some idea of and 
a great appreciation of what Amer- 
ica is. 

America is more than high 
sounding words; more than a sym- 
bol. America is a living, human 
thing and broadcasting is certainly 
pumping out the stuff which keeps 
mind and body alive. Broadcasting 
is the vital link in the chain be- 
tween demand and supply — the 
supersalesman of American indus- 
try. Broadcasting is the dynamic 

force which helps turn the gross 
national products into that proud 
thing we call the American stand 
aid of living. Broadcasting is some- 
thing far greater than that — it is 
the heartbeat of the nation, that 
pumps out the stuff which keep*- 
the human spirit alive and alert. 

You men and women are the 
broadcasting industry. You have 
the great responsibility of meeting 
the needs of the American spirit, 
The waves and beams from youi 
radio and tv towers are the nation's 
arteries and thrusts these arteries 
into truth, the beauty of music, the 
beauty of the stage, and the the- 
ater, the beauty of art and culture, 
and through your electronic ar-J 
teries flow the warmth of laughter, 
the stimulating tonic of adventure. 
sports and travel, the intellectual 
rise of education and the spiritual 
glow of religion. 

That is why I consider it a great 
privilege to be a part of your work, 
and I thank you very much for tlii^ 
honor. ^ 


(Continued from page 51) 

Contrary to Federal viewpoint, 
'American people do not happen 
to agree with the broad indictments 
of the broadcasting industry," Rom 
ney said. He emphasized that im- 
provements should come from the 

He added, "In any discussion ol 
ethics and morality public officials 
and politicians are not in a posi- 
tion to make judgments." 

"The source of our nations 
strength is the freedom of its citi , 
zens; America will not be saved by 
money and Government. In all 
things the need is for people toj 
act," he stressed. 

ABC Radio affiliates heard re 
ports from their top executives on| 
the progress the network is making., 
ABC TV affiliates, in a rousing 
three-hour presentation unveiling 
the new programing for next seajj 
son, came away with an onward! 
and upward sense (see sponsor, 1 

NBC Radio and TV and CBS 
TV affiliates, while not meeting 
formally, held special receptions 
and banquets. 

(For separate stories of othei 
meetings at the NAB convention, 
see Sponsor-Week, starting on pagej 
15.) #> 


SPONSOR/8 april 196S 

Map © 7962 A. C. Nielsen Co. 

239,000 families listen 

WHO Radio's daily listenership is greater than that 
of all the other five radio stations in Des Moines 
COMBINED! It is far greater than any other 
station in the state. Actually, WHO's coverage of 
808,480 homes* gives WHO Radio the nation's 
twenty-third largest radio market. 

Compare WHO Radio's audience (and the cost 
of reaching it) with any other medium in the state. 
And remember that WHO Radio's audience facts 

are far more significant than they might seem at 
first glimpse, because radio listeners do not twirl 
the dial from half-hour to half-hour — when they 
tune to their favorite radio station, they stay with 
it! (Whan Surveys, available for the asking, can 
give you some startling figures on that.) 

WHO Radio's "Iowa Plus" is one of the fabulous 
radio markets in the nation. Ask PGW for details. 

* Source: NCS '61 


for Iowa PLUS ! 

Des Moines . . . 50,000 Watts . . . NBC Affiliate 

Peters, Griffin, Woodward, Inc., National Representatives 

SPONSOR/8 aprh. 1963 



8 APRIL 1963 / Copyright 1963 

What's happening 
in U.S. Government 
that affects sponsors 
; agencies, stations 

The A. C. Nielsen Co. went into its third week of tribulation before the House Commerce 
Investigation Subcommittee. Its local market ratings had been seriously questioned 
(hiring the first two weeks. The turn of the national radio and tv report finally came. 

It was a many-sided assault mounted by staff investigators Robert Richardson and Rex 
Sparger. However, it wasn't nearly as detailed and documented as their work on 
other services and on the Nielsen local market surveys. The Richardson-Sparger team is 
credited with having done the most thorough investigative job ever turned out for any 
congressional committee. 

In the event their case against Nielsen's national surveys didn't turn out to be conclu- 
sive, however, they had Nielsen's own field men waiting in the wings. These would be ex- 
pected to buttress claims of carelessness. 

To be attacked was the size of the Nielsen sample, the care with which homes are chosen 
to be representative of the entire population — in other words, the quality of the sample. But 
shaping up as the main point was the security from tampering of Nielsen homes. 

Nielsen executives — three of them accompanied by Washington counsel were tied up 
for the whole time, and A. C. Nielsen, Jr. joined the team last Monday — had conced- 
ed "security" of the homes as important. They had testified freely they replace homes 
which become known. 

Richardson handed Nielsen executive vice president Henry Rahmel a list of 53 homes, 
purporting to be ones in which Richardson-Sparger sleuthing had located audiometers. Rahmel 
was told he could affirm, or have Richardson prove it. The point was that if two congres- 
sional probers with limited time can smell the meters out, then networks with mil- 
lions of dollars riding could do the same. 

Richardson and Sparger also found a Nielsen subscriber with a map showing chosen coun- 
ties in cluster groups. Nielsen has known major counties in areas in which 60% of the popu- 
lation lives. But for the rest, it "clusters" counties, and a single county in each clus- 
ter gets audimeters and its results hold good for all counties in the cluster. 

Richardson alleged that if a network could find out which are the chosen coun- 
ties they could list their ratings disproportionately by affiliating in these counties. 
He didn't say the unknown subscriber was a network, only that it wasn't an ad agency. 

Nielsen was also hit with "restraint of trade" charges on its cancellation of its 
contract with ABC Radio, and resultant dropping of ABC from its network radio report. 
Rep. John Moss (D., Cal.) said it was "outrageous" and that the FTC should act. Richard- 
son called it "blackmail" because ad agencies won't talk to a network without a 
Nielsen rating. 

Rahmel said ABC would not accept a changed and more expensive service, as the oth- 
er networks did. that Nielsen couldn't afford to put out two different services, one for 
a single network. 

Hearings on concentration of ownership of news media resume tomorrow, 9 April, after 
having been halted by the illness of House Judiciary Antitrust Subcommittee Chairman 
Emanuel Celler CD., N.Y.). 

Broadcast station-owning Hearst Corp. executives will be among the first wit- 
nesses. Also slated are Department of Justice Antitrust Chief Lee Loevinger and Samuel 
Shulman of the General Accounting Office. Further dates and witnesses will be announced 

60 SPONSOR/8 April 196 1 


Where Does 

Milk Train 
Stop Now? 

When Dorothy Jones, WMAL-TV typist, arrived at 11:30 one 
Monday morning, Ted McDowell, (Manager of WMAL-TV News 
and Public Affairs) her usually amiable boss, asked for an explana- 

"Well," said Dorothy, "I went home for the weekend* and I 
missed the express train coming back, so I had to take the old milk 
train. An hour after we left the station at home I heard this noise 
and the train slowed down. We got to Washington two hours late. 
The conductor told me a thingumajig had blown off and we were 
only going 3/5 of the normal speed. He also said that if the accident 
had happened 50 miles farther down the line we would have arrived 
40 minutes sooner." 

"That would still have made you an hour and 20 minutes late," 
snapped McDowell, whose own stack was about to blow. "Next 
time, walk." "Oh, I couldn't do that," gasped Dorothy, "I'm a 

How far is it from Dorothy's home station to Washington? Figure 
it out and earn an appropriate award. 

*For a more profitable way to spend your weekends (and 
your clients' money) we suggest WMAL-TV's 3 week- 
end bowling shows which deliver a combined audience of 
392,000 avid souls who buy when they don't bowl. Check 
Harrington, Righter & Parsons, Inc. for availabilities. 

Puzzle adaptation courtesy Dover Publications, New York 14, N.Y. 
Send answers to: Puzzle §75, WMAL-TV, Washington 8, D.C. 



Evening Star Broadcasting Company 


Represented by: HARRINGTON, RIGHTER & PARSONS, Inc. 

Affiliated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va. 

SPONSOR/8 April 1963 


SPONSOR WEEK Advertisers & Agencies 

Dean flunks net ad dominance 

Dominant e ol the < ommei < ial 
motive in broadcasting and undue 
concentration of control In the 
networks, prevent the industry 
From adequatel) serving the public 
interest, Rescue L. Barrow, dean of 
the Cincinnati U. Law School, told 
NAB conventioneers at the Man 
agement (Conference Assembly in 
( .\\u ago. 

Barrow headed the FCC network 
study which produced the "Barrow 
Report" on network controls and 
has since served on occasion as a 
consultant to the commission. An- 
other speaker was W. Theodore 
Pierson, a practicing attorney be- 
fore the FCC and an articulate 
theoretician in the field. Pierson 
and Barrow agreed on the value 
and power of broadcasting, but dif- 
fered decisively on the nature and 
amount of governmental controls 
compatible with a free society. 

Barrow, urging implementation 
of his proposals for direct regula- 
tion of the networks, argued that 
the broadcast industry's initiative 

"must be supplemented by addi- 
tional regulation if it is to serve 
adequately the interest of the free 
six iet\ in this time ol n ial." 1 lis 
central criticism was directed at 
broadcasting's alleged second-rating 
of the public interest in favor of 
the commercial consideration. 

"The nub of the problem with 
broadcasting today," he said, is 
this: "If broadcasting is to serve the 
interest of the free society, it must 
be primarily a communications 
medium. Programing decisions 
should be made on the basis of their 
qualifications to fulfill the needs, 
tastes and desires of the community 

"The fact that broadcasting is an 
advertising medium, supported by 
revenue from advertising, should 
be given only secondary consider- 
ation. If the advertising factor is 
controlling, the potential of broad- 
casting as a communications medi- 
um cannot develop." 

Barrow held that if authority is 
granted FCC to regulate the net- 

Tuning up for country music tv special 

Peter Finney (seated), v. p. of Dennis, Parsons & Cook (Jacksonville), checks out commercials for 
Southern Nitrogen Co.'s first venture into video programing, a 90-minute country music special to 
be aired 18 April in a six-state, 18-market Southeast area. With him are Lee De Young, adver- 
tising promotion dir. for the Savannah fertilizer manufacturer, and William E. Stavro, assistant dir. 
Taped at WSIX-TV, Nashville, the show is geared to 45-day peak selling seascn for fertilizer 

works directly, "the commission 
should apply to the networks the 
balanced program standard which 
has long been applied to the 
stations.' He then proposed an ad- 
visory committee "of national stat- 
ure to make an annual evaluation 
ol broadcasting's service to a free 
society and to report to the people." 

Pierson spoke against what he 
called a "kind of gamesmanship" 
between industry and government. 
"I suggest," he said, "that the time 
has come for both government and 
industry to cease playing games, 
and, with seriousness, candor, and 
intelligene, join in negativing the 
imminent possibility that freedom 
and regulation will become alter- 
native instead of coexistent condi- 
tions." He told members the prime 
industry-government problem is 
how to get qualified and free broad- 
casters, and continued: "I do not 
believe we have them today. The 
requirements for their programs 
are carried to placate the govern- 
ment's judgment. . . ." Pierson 
asked broadcasters to "take a risk 
on freedom." 

"Until we have tried it," he said, 
"how can we really be sure that it 
is untrustworthy?" 

Eckerstrom calls for end 
to 'hard-sell' technique 

Argumentative "hard sell" ad- 
vertising should be abandoned in 
favor of "complete sell" advertis- 
ing, using "persuasive art and 
copy" as basic working tools, ac- 
cording to Ralph E. Eckerstrom, 
director of design, advertising, and 
public relations for Container 
Corp. of America. 

He said the "hard sell" approach 
may work well in personal com- 
munication when you have the 
prospect's individual attention and 
are in a position to argue the 
merits of a product. 

However, said Eckerstrom, the 
technique is not successful in mass 
communications because it is dif- 
ficult to continue to argue the 
merits ol a product for a consider- 
able length of time without the 
benefit of a feedback. 

Eckerstrom's remarks were made 


SPONSOR /8 april 1963 

v i 


4 ' tf* 

i -i a ; ' » 

!»i!«t.t>,K?o fDJftrj 8t WILLIAM DUANE, 


ICHE, a Nt>. 112 




(Scoop I 

; JUST/NB't <-. t'Rrji I. 

h o r r & u y. 



B055 ££'S 

Nearly opposite tbt, Spread Eas?le. 
' Mr Bossbe,' takes the liberty of 'informing 
his friends an.i the public, that he has eftabhfh- 
edas above, for their accommodation a houte, 
•viiich that! be c*onfta<nly iupj-lied with all 
kinds of Refreftiments, mitt Cream Syrups, 
French Cordials, Cakes, Clwet, of t.ic bet 
kinds. Gellies, &e. *c. he will bin no es- 
sence to render every thing com rortable and 
agreeable to thole who will, favor lu* with 

their company. , .-._.. c % 

N 3 He- continttes to entertam as nfual 

P«f« in Phdsdelphia, Nj>. 59- »ooth- 

reet. S * • , * 

Since the day the first ice cream parlor in America 
opened in Philadelphia, the city has been famous 
as the home of that delicious food. 

Today most Philadelphians hear about their favor- 
ite flavors (and other food news, of course) on 
WIBG, Radio 99. And where ice cream is sold . . . 
in drug stores, food markets and other business 
establishments . . . more radios are tuned to WIBG. 
Radio 99's share of audience is 59% greater than 
the second station. In the City of Firsts, WIBG is 
No. 1* in Quality and Quantity of audience. 

* Pulse, Hoo 

per, NCS 


d bx Katz Agency 






in if 





















SPONSOR/8 april 1963 


Baker to call signals for Rambler 

All-American quarterback Terry Baker signed two contracts in 
the past two weeks — one to play for the L. A. Rams, and the other 
to palaver for Ramblers. Baker won virtually all the top athletic 
honors last year while at Oregon State, whose football and basket- 
ball games are sponsored by the Greater Portland Area Rambler 

Now, the dealer group has signed him for Rambler sales pro- 
motion and advertising, with Geyer, Morey, Ballard to produce a 
series of local tv and radio spots featuring Baker. GMB is the 
agency for the group, as well as for a number of other Rambler 
dealer associations across the country and for American Motors. 

during a recent luncheon meeting 
of members of the Delaware Valley 
Chapter of the Sales Promotion 
Executives Assn., Philadelphia Art 
Directors Club, The Poor Richard 
Club, Eastern Industrial Adver- 
tisers and Patrons of the Philadel- 
phia Museum of Modern Art. 

Computer no monster 
says Y&R media pair 

"Were on top of a snowball and 
can't afford to get behind." That's 
the wa) Warren Bahr expressed the 
agency attitude on the nse of com- 
puters to the TvB session in Chi- 
cago last week, "Computers: Friend 
or Foe." 

Bahr, who's vice president and 
director of media relations and 
planning of Young & Rubicam, 
took part in the session along with 
[oseph St. George, media vice pres- 
ident and director of computer ap- 

No one's trying to build a mon- 
ster, said Bahr. We're simply trying 
to determine the best expenditure 
of advertising dollars. 

Reiterating the often-overlooked 
fact that it's not the machinery 
that's important but how and for 
what purpose it's used, St. George 
outlined the broad areas of com- 
puter application at Y&R: "The 
computer provides cost per thou- 
sand data, reach and frequency 
data, gross rating point data, homes 
delivered, and costs. It does not 
provide program evaluation, mar- 
ket evaluation, station evaluation. 
And, it cannot supercede the buy- 
er's judgment in these areas. To 
us, it has the positive advantage of 
doing tremendous quantities of an- 
alytical arithmetic with great speed 
and accuracy. It enables us to make 
better buys faster with fresher avail- 
abilities. It does not prevent us 
from confirming hot opportunities 
the moment they are offered, and if 

anything, it lrees the buyer to 
spend more time with reps, assur- 
ing himself that he is completely 
knowledgeable about the market, 
station, and program he is consid- 

Outdoor ad Assn. cites 

Two tv stations have demon- 
strated they are very much aware 
of the other advertising media, by 
copping top prizes in the 11th an- 
nual Outdoor Advertising Contest 
sponsored by the Outdoor Advertis- 
ing Assn. of America, and doing 
it in a record field of 400 entries. 

WRCB-TV, Chattanooga, won 
first place award for Poster Design 
in a division encompassing markets 
of 250,000-750,000 population, 
while WITI-TV, Milwaukee, took 
second place for Embellished 
Painted Bulletin Campaigns. 

Agency for WRCB-TV is Look- 
out Advertising, with outdoor 
handled by Tennessee Valley Ad- 
vertising Co. WITI-TV's agency is 
The Cramer-Krasselt Co., with 
Xaegele Outdoor Advertising Co. 
handling the outdoor. 

Helpful hints from Driscoll 

Alfred E. Driscoll who heads the 
highly successful firm of Warner- 
Lambert Pharmaceutical, let the 
Boston Security Analysts Society in 
on some key points behind W-L's 

Scientific research is the life 
blood of the industry, he said, not- 
ing that W-L's 1962 investment to 
develop new drugs and other prod- 
ucts was nearly three times that of 
five years ago. 

International expansion is essen- 
tial, noted Driscoll. Sales outside 
the U. S. accounted for about 30% 
of the firm's new high last year of 
$305,389,000, up $27,823,000 from 
1961. Corporate earnings also hit 
a new high of $28,623,000, com- 
pared to $26,931,000 in 1961. 

C&C equity $942,897 

Chirurg & Cairns last year pro- 
duced an equity of $942,897 for its 
stockholders, up some 5102,000 
from 1961, according to chairman 
John A. Cairns and president W. 
L. Shepardson in the agency's an- 
nual report. 

The report also said CfcC last 


SPONSOR 8 april 1963 

year introduced "more new adver- 
tisers to network tv than any other 
advertising agency in the country," 
and tv's sharp acceleration of prod- 
uct movement resulted in multi- 
plication of participation by clients 
which had entered the medium the 
year before. 

With three new clients added 
this vear. C&C now has 38 in its 

All-channel set output 
shows sharp hike: EIA 

While total production of all 
types of tv receivers declined in 
January, output of sets capable of 
receiving both uhf and vhf signals 
shows a strong increase, rising from 
49,3-11 in December 1962 to 58,032, 
and from 39,609 in January a year 
ago. The figures come from the 
marketing services department of 
Electronic Industries Assn., which 
also revealed these January sta- 

Factory sales of tv tubes spurted 
upward to reach 890,000, a total 
surpassing any month in 1962. 
December sales totaled 665,086 and 
in January a year ago 802,061. 
Factory sales of receiving tubes also 
climbed but remained low in rela- 
tion to most 1962 months. Tube 
sales totaled 27,025,000 compared 
with 26,144,000 sold in December. 

Monthly sales of home entertain- 
ment electronic products (radio 
and television sets) took a typical 
post-Christmas decline in January. 

The closing down of its Los An- 
geles office has resulted in the 
strengthening of operations in San 
Francisco for Kenyon & Eckhardt. 
In new quarters in the Mer- 
chants Exchange Building (465 
California street), K&.-E has added 
several staff members. They are: 
Samm Coombs, creative director; 
Cliff Wilton, executive art director; 
George Speery, account executive; 
Ruth Power, media director; Jackie 
Cleveland, production manager; 
Kathi Soulen, broadcast media. 
Robert Welsh, for the past three 
years manager of KfcE's San Fran- 
cisco office, retains direction of the 
expanded operation. 

Agency appointments: Broadcast- 
ers' Foundation, philanthropic 
project of Broadcast Pioneers, 

named Mortimer Matz Associates 
as public relations and publicity 
consultants . . . Dandy Cake Cone 
Co. to Ball Associates . . . Colgate- 
Palmolive, S. A. to Kenyon &, Eck- 
hardt de Mexico for various prod- 
ucts, including the toiletry line . . . 
Lee-Colbert Co., division of Or- 
raont Drug & Chemical Corp. to 
Bruck & Lurie . . . Olga Co., manu- 
facturers of foundations and linge- 
rie, to Geyer, Morey, Ballard. 
Switch was precipitated by closing 
of Kenyon & Eckhardt's Los An- 
geles office . . . J. S. Fry 8c Sons Ltd. 

of Bristol, England, to Kenyon & 
Eckhardt Ltd. to work on special 
development projects in the con- 
fectionery field . . . Profressional 
products division of Chesebrough- 
Pond's to Sudler & Hennessey. 

Divorcement: Kenyon & Eckhardt 
and Hazel Bishop after one-year 

Financial report: Net earnings for 
Sterling Drug for 1962 were $24,- 
785,000, or $3.1 1 per share, marking 
the tenth consecutive year of record 

Harry Mopp, of the dry hair ads, didn't make the Tricorn Club 

Harry wasn't in the lifeless scalp commercials. He just buys TV spots for them. 
He just didn't know that North Carolina's No. 1 metropolitan market is the pros- 
perous three-city Golden Triangle . . . Winston-Salem, Greensboro, High Point . . . 
No. 1 in population, households and retail sales. Knowing those facts is all it 
takes to crack this exclusive club, Harry. Then schedule WSJS Television, of 
course — which is the No. 1 way to saturate the Golden Triangle Market (and the 
surrounding rich area thrown in). You get a club hat with feathers, Harry, if you 
also remember North Carolina is the 12th state in population ... and that no 
self-respecting spot schedule can ignore the No. 1 market in the No. 12 state! 
You'll be a real smoothie with clients and account execs, Harry, when you join the 
Tricorn Club — provided our official hat can fit onto your tousled wig. 






SPONSOR-WEEK Advertisers & Agencies 

profits. Net profit for 1961 was 
$23,464,000, or $2.95 per share. 
Consolidated sales were $239,301,- 
000, an increase of $10,102,000 or 
4.4% over the $229,199,000 shown 
in 1961. Total sales— including 
both those reflected in the consoli- 
dated financial statements and 
those of nonconsolidated units — 
were $272,049,000, compared with 
$258,898,000 in 1961. 

Looking forward to: The semi-an- 
nual sales meeting of Brown Shoe 
Co., to be held for the first time in 
85 years outside St. Louis. Place 
will be The Greenbrier Hotel at 
White Sulphur Springs, W. Va., on 
16-18 April. 

On the campaign trail: Westing- 
house's portable appliance division 
launches its heaviest effort for the 
spring gift buying season on 15 
April via a two-month contest on 
three ABC TV daytimers . . . "Make 
it a habit to Yellow Cab it!" is 
punchline in new series of swinging 
30-second commercials on the air 
in Los Angeles and San Francisco 
areas for the transportation firm . . . 
Walt Disney, in addition to a rec- 
ord premium tie-in with Alcoa 
Wrap, will promote his upcoming 
movie, "Summer Magic," with a $1 
million campaign in tv, radio, 
magazines, and newspapers. 

New quarters: Van Sant Dugdale 

moved to the 5th and 6th floors of 
1 North Charles Street, new build- 
ing in Baltimore. Telephone: LEx- 
ington 9-5400 . . . Erwin Wasey, 
Ruthrauff & Ryan's San Francisco 
office is now in the Merchants Ex- 
change Building, 465 California 
Street . . . After 28 years in the 
same location, Presba-M uench 
moved into new headquarters in 
the Wrigley Building, Chicago . . . 
For Old Judge Coffee at 4410 Hunt 
Avenue (at Newstead), St. Louis 10. 
New telephone number: OLiver 
2-4200 . . . Sony Corp. of America 
relocated its West Coast regional 
office at 500 West Florence Avenue, 
Inglewood, suburb of Los Angeles. 

Merger: General Artists Corp. 
merged its Rome office with NCE, 
organization comprised of the en- 

tire former MCA Agency in Italy. 
Franco Reggiani, former director 
of MCA's Italian operation, will be 
managing director of the new 

Celebrating their tenth: WIBC, 

Indianapolis, completes ten years 
of a news program under sponsor- 
ship of The International Nickel 
Co. (Inco). Station is the first 


Quiz yourself on program 
appeal to upper and lower in- 
come families. Material for this 
quiz was provided by TvQ, 
based on their research of pro- 
gram popularity. 

(A) Here are five programs 
with about the same ap- 
peal to the adult tv public 
in general. See if you can 
rank them in order of 
their appeal to upper in- 
come families.* 

1. Andy Williams 

2. Cheyenne 

3. Fight of the Week 

4. I've Got a Secret 

5. My Three Sons 

(B) These five programs, also 
similar in general adult 
appeal, vary considerably 
in appeal to people in 
lower income families. 
See if you can rank them 
by their TvQ scores* 
among people in this in- 
come category. 

1. Candid Camera 

2. CBS Reports 

3. Gallant Men 

4. Make That Spare 

5. Stoney Burke 

•February 1963 Tv(J Report 

For answers, see page 73 

^llllllillllliiiilllllllllllilliiilll! inn iiiiiiiiiiiiiiiniii iiiiiiniiiiiiiiiiiiii mi iiiiS 

among 35 in U. S. on which Inco 
sponsors news, to attain this length 
of time for uninterrupted associa- 
tion with the company . . . World 
of Aviation moves into its second 
decade on WCCO-TV, Minneapo- 
lis-St. Paul. It is regular Sunday 
morning feature on the station and 
has been sponsored for the past 
seven years by North Central Air- 
lines and Gopher Aviation. 

Off the press: The proceedings of 
Advertising Research Foundation's 

Annual and Midwest Conferences, 
held late last year in New York 
and Chicago, have been published 
in a 100-page book. Reprints of 
individual papers as well as the full 
proceedings may be purchased from 
ARF, 3 East 54th Street, New York 

Joining up: The League of Adver- 
tising Agencies elected Elbert Ad- 
vertising Agency to full member- 
ship, the first agency from the Bos- 
ton area to be accepted under the 
League's reorganization program. 

Heartv welcome: To Harris, Breit- 
ner Advertising, which has set up 
shop at 6 West 57th Street, New 
York 19. Phone: LT 1-2400. Prin- 
cipals are Harold Breitner and Les- 
lie A. Harris . . . New on the 
Phoenix ad scene is C. W. Pine 8c 
Associates, public relations. Address 
is Suite 504, Del Webb Bldg., 3800 
North Central Avenue. 

Expansion: Carson/ Roberts added 
six new people, took over an addi- 
tional 1,000 square feet in its build- 
ing at 8322 Beverly Blvd., Los An- 
geles, and increased the scope of its 
market research and tv depart- 
ments. Joining the agency are 
Larry Orenstein, v. p. and creative 
supervisor: Richard D. Crisp, super- 
visor of marketing services; Jeanne 
Rains, art director; Pat Shields, tv 
producer; Warner Toub, Jr., direc- 
tor of creative film-tv; and Herb H. 
Yager, account executive. 

New name: Croot &: Brant is now 
called Croot & Accola and A. J. 
Accola has been named president. 
Agency founder and retiring presi- 
dent Samuel Croot assumes chair- 
manship of the board. 


SPONSOR 8 april 1963 

Extra curricula note: Mark W. 
Cresap, Jr., Westinghouse Electric 
president and 1963 national chair- 
man of United Community Cam- 
paigns of America, named three as 
vice chairman of UCCA. They are: 
Donald S. Frost, vice president, 
Bristol-Myers; L. W. BrufF, vice 
president, Liggett & Myers; Charles 
H. Brower, president, BBDO. 

Kudos: James H. Lavenson, presi- 
dent of Lavenson Bureau of Ad- 
vertising in Philadelphia, elected 
first vice president and director of 
the Young Presidents' Organiza- 
tion, an international group of 
young, successful chief executives 
. . . Ben Duffy, honorary vice chair- 
man of BBDO, received the Boy 
Scouts of America, Greater N. Y. 
Councils' "Good Scout" Award at 
the fourth Annual Lunch-O-Ree 
for the communications business. 

Charles H. Felt, vice president of 
MacManus, John & Adams, ap- 
pointed creative director, Bloom- 
field Hills. 

Stephen R. Feldman and Jeff Ma- 
guire to Lawrence C. Gumbinner 
as copywriter and tv producer, re- 

William D. Gargan to manager of 
K&E, Los Angeles. 

John T. Gerhard and L. E. Wheel- 

an to account executives with 
George H. Hartman. 

Brooks Clift to MGM Telestudios 
as producer, from Albert Frank- 
Gunther Law. 

James F. Black and William A. 
MacDonough, senior vice presi- 
dents of Kudner, named executive 
vice presidents. 

Fred L. Wahl to art director and 
Robert H. Crockford to marketing 
director, Clay Stephenson Associ- 

Ruth Lilliam Castor from assistant 
account executive on Pet Milk to 
account executive on Africana Cos- 
metics and International Students 
Research Council, Lockhart Agen- 

Lincoln E. Smith to creative direc- 
tor of T. L. Reimel Advertising, 

Bruce Birchard to vice president in 
charge of newly created Industrial 

Products division, Sony Corp. of 

Ernest F. Marmon, vice president 
and assistant to the president, 
named executive vice president, Dr. 
Pepper Co. 

Edward N. (Nick) Anderson, Jr., to 
advertising and promotion man- 
ager for Birds Eye division of Gen- 
eral Foods. 

Victor Lukens to Robert Lawrence 
Productions as director of photog- 

John Milton Kennedy, well-known 
commercial spokesmen, just signed 
with the Charles H. Stern Agency, 
Los Angeles. 

Albert W. Rothermel elected treas- 
urer of Benton & Bowles. 
Tom De Huff resigned as vice 
president and director of tv of 
Cunningham & Walsh to become 
partner in The Zakin Company. 
Thomas E. Abies, Robert F. Lewis, 
and R. Page Jones, all vice presi- 
dents of Phillips-Ramsey, San Die- 
go, named to new operating man- 
agement group with responsibility 
for day-to-day operation of the 

Thomas G. McKenna to account 
executive in the Pittsburgh office 
of Fuller & Smith & Ross. 
L. P. "Pat" Hittner to the Chicago 
copy staff and Peter C. Owen to 
account executive of Erwin Wasey, 
Ruthrauff & Ryan. 
Martin S. Gelband to senior proj- 
ect supervisor of the test audit di- 
vision of Audits & Surveys. 
Alexander S. Peabody, Jr. to asso- 
ciate copy director of Young Sc 
Rubicam with special responsibili- 
ties in the tv copy area. He'll be 
replaced as associate creative direc- 
tor by Alvin Hampel, who's been 
named a vice president. 
Paul Foley elected vice chairman 
of McCann-Erickson with respon- 
sibility for the creative product of 
the agency. 

William H. Barnett to Botsford, 
Constantine & Gardner's San Fran- 
cisco office as account executive on 
new business. 

Robert De Havilland to vice presi- 
dent of Gardner. 

Frances Shaw to associate creative 
director of New York office of 
North Advertising. 
Tony Wells to Chicago office of 
McCann-Erickson as tv producer. 

Len Birnbaum to creative director 
of Holtzman-Kain Advertising, Chi- 

C. A. Brandon elected chairman of 
the board of Winius-Brandon, St. 
Louis-Kansas City. J. D. Nevins 
and J. H. Barickman elected exec- 
utive vice presidents with Nevins 
remaining creative director and 
Barickman general manager in 
Kansas City. 

A. J. Cason to the executive con- 
tact group at O'Grady-Andersen- 
Gray, Chicago. 

James Matthews to Ft. Worth of- 
fice of Fuller &: Smith & Ross as 
copy chief. 

Victor A. Hunter, Tatham-Laird's 
West coast manager for past six 
years, to vice president. 
Frank Picard to administrative as- 
sistant in radio-tv department of 

D. P. Brother. 

Glen Bammann to executive direc- 
tor of broadcast services at Knox 
Reeves, Minneapolis, replacing 
Russell Neff, retired. 
G. Douglas Morris to executive 
vice president, Morse Internation- 

Rudolph R. Perz and Thomas W. 
Laughlin to associate creative direc- 
tors, Leo Burnett. 
Walter A. Kennedy, formerly audi- 
tor, named comptroller; John W. 
Leer, formerly sales development 
manager, named marketing direc- 
tor; Julien B. McCarthy, formerly 
assistant to the vice presidents, 
named manufacturing director; and 
Francis X. Whelan, formerly assist- 
ant treasurer and credit manager, 
named executive sales manager, all 
American Tobacco. 
Danny E. Kirk to Tracy-Lock as 

William E. Brennan to vice presi- 
dent of The Rumrill Co. 
D. Milton Gurman, Jr., to presi- 
dent, The Gutman Advertising 
Agency, Wheeling. 
J. Russell Calvert to account execu- 
tive at Enyart & Rose. 
Robert A. Rosen, former advertis- 
ing and sales promotion manager 
of Zenith Radio, to president of 
The American Business Resources 

C. James Proud, former president 
of the AFA, to regional staff vice 
president of Freedoms Foundation 
at Valley Forge. 

SPONSOR/8 april 1963 


sponsor-week Stations 

Chicago cheers, challenges Fm 

FM advertising revenues will 
grow from an estimated $13.7 mil- 
lion this year to $374 million by 
1973. This prediction was voiced 
last week in Chicago by T. Mitchell 
Hastings, Jr., chairman of the Na- 
tional Assn. of FM Broadcasters 
(for details see Data Digest, page 

In the light of such astronomical 
growth potential, it is not surpris- 
ing thai the NAFMB found itself 
definitely seated among the senior 
citizens congregating in Chicago for 
the NAB convention and the object 
ol much attention (complimentary 
and challenging) from FCC com- 
missioners and agency men alike. 

FCC commissioner Robert T. 
Bartley urged the group to main- 
tain its "symbol of quality." If it 
gets tarnished, he said, fm may lose 
its birthright. 

Bartley said it is "to the everlast- 
ing credit that fm broadcasters have 
avoided" the head-splitting spots 
that jingle-jangle nerves." 

"The world is beginning to beat 
a path to the door of fm stereo," he 

Many buyers don't know why 
they should consider fm as an ad- 
vertising medium because they 
can't document its audience with 
sufficient accuracy, Stephens Dietz, 
senior vice president, director of 
marketing services for Kenyon & 
Eckhardt, reported to the fourth 
annual fm convention. 

Yet he noted "You don't need to 
tell me (and by 'me' I mean agency 
and client executives) that fm ex- 
ists, or that fm is peachy. Most of 
us listen to fm at home. Many of 
us prefer the programing that fm 
offers. Your goal then must be to 
get us to put our money where 
your ears are." 

Ben Strouse ol WWDC-FM, 
Washington, chairman of the NAB 
FM Radio Committee, also empha- 
sized the growing importance of 
FM. "In spite of the freeze and 
other dislocations and harassments, 
I m has made notable progress in 
the twelve months just past. More 
and more important advertisers are 
being attracted to fm. The sale of 

I in receivers continues to accelerate 
at a rapid rate. There is unques- 
tionably an active and growing 
awareness ol the presence of fm and 
of the great advantages it has io 

T. V. narrows pops' race 

The tv in KXGO-TV, Far- 
go, N. D., means more than 
just video-it also repre- 
sents the eighth child of 
manager Bob Lukkason. 
Born 11 March, the child 
was named T. V. (Timothy 
Victor) Lukkason, and 
brought his father up one 
notch in the competition to 
become most productive 
father in Fargo tv. 

The only one ahead of 
Lukkason is Tom Barnes, 
executive v. p. and general 
manager of WDAY-TV, who 
has ten children. 

WPIX sells prime news 

WPIX has become the first New 
York City tv station to have a reg- 
ularly scheduled, sponsored, prime 
time news program. Called One- 
Minute News Report, it is aired 
twice nightly and sponsored by Gulf 
Oil, through Young 8c Rubicam, 
featuring WPIX news director John 
Tillman. The Gulf buy, effective 
1 April, was for one year. 

Alabama goes way out on 
public affairs program 

A breakthrough in the area of 
public service programing occurs 
on 10 April when, from 8-9 p.m., 
every member station of the Ala- 
bama Broadcasters Assn. will pre- 
empt its regular programing to pre- 
sent Breakthrough for Education. 

About 75 radio and 10 tv sta- 
tions in the state, along with three 
stations in Georgia and Mississippi 
which cover large areas of Alabama, 
will broadcast the program in sup- 
port of greatly increased binds for 
public education. 

Storer stockholders vote 
on $12.5 mil. share buy 

Storer Broadcasting Co. stock- 
holders will vote at their annual 
meeting in Miami tomorrow (9) on 
an oiler by board chairman Ceorge 
B. Storer to sell to the company for 
$28.50 each, 439,700 shares of its 
Class B stock lor $12,531,450 cash, 
subject to certain conditions. 

The price is $5 below the market 
price of the Common stock on the 
N.Y. Exchange on 2<S January, the 
date preceding the oiler. The Class 
B shares aren't traded publicly and 
have received a 50 cents per share 
dividend, compared to SI. 80 per 
share on the Common. 

If approved by a two-thirds vote 
of both the Class B and Common 
shares, the purchase will be financed 
by a $15 million bank loan. The 
company's existing $5 million bank 
loan will be paid in full. The shares 
involved in the purchase would be 
retained by Storer Broadcasting as 
treasury shares available for use in 
corporate acquisitions. 

The sale would leave Mr. Storer 
with 418,590 personally owned Class 
B shares, or 20.9% of the total out- 
standing. He would also retain the 
right to vote an additional 208,250 
shares held in trust, or 10.4",, of 
the total shares. 

Week of kudos for KOA 

KOA, Denver, walked oil with 
top radio honors from both the 
National Conference of Christians 
and Jews and the American Assn. 
for State and Local History — Broad- 
cast Music, Inc. 

In both cases the award winning 
program was the hour-long The 
Rise and Fall of John Gaynor 
Locke, a documentary on the rise of 
the Ku Klux Klan in Colorado. The 
AASLH-BMI also awarded a $500 
cash prize to WDSU-TV, New Or- 
leans, lor its three-part The Huey 
Long Story. 

Other National Mass Media 
Brotherhood Awards made by 
NCCJ went to: WNEW, New York, 
(best major station) lor News 
Close-l ' p show, "The Blockbusters": 
Death Valley Days, "Abel Duncan's 
Dying Wish" (best syndicated 


SPONSOR 8 April 1963 

show) ; CBS Reports, "The Other 
Face of Dixie" (best network docu- 
mentary) ; CBS TV's The Defend- 
ers, "The Indelible Silence" (best 
network dramatic show) ; W JRT, 
Flint, (best local program) lor The 
Bridge; and ABC TV and Bell & 
Howell (special joint recognition 
award) for the Close-Up program, 
"The Great Conversation." 

Pittsburgh Nat'l Bank 
reaps 'Jr. High' dividends 

Pittsburgh National Bank is 
reaping dividends through its 
sponsorship of a new public serv- 
ice program on WTAE (TV) , 
which pits teams of six eighth- 
graders from area schools in a 
weekly educational quiz. The 
bank's agency is Ketchum, Mac- 
Leod & Grove. 

Titled Jr. High Quiz, the pro- 
gram awards each member of the 

winning team a Pittsburgh Na- 
tional Savings account, plus troph- 
ies to winning schools as well as 
to individual team members. A 
maximum of six appearances are 
permitted for each winning school. 
One of the commercials on each 
show highlights the Pittsburgh Na- 
tional community office nearest the 
challenging school, while films are 
shown of the challenging school, 
its students, faculty and activities. 
Moderator is Pittsburgh tv per- 
sonality Ricki Wertz. 

New ABC station unit 
names nine-man board 

ABC Radio Affiliates Assn. was 
formed at the NAB Convention, 
the network's first full-fledged and 
formal group of this kind. Some 
200 stations elected nine men to 
serve as temporary board of gov- 

Simon Goldman (WJTN, fames 
town), Victor Sholis (WHAS, Louis- 
ville), Ben Laird (WDUZ, Green 
bay), T. B. Lanford (WSLI, Jack- 
son, Miss.), Robert Lee Glasgow 
(WACO, Waco), William C. Grove 
(KFBC, Cheyenne), Fred Shawn 
(WSUN, St. Petersburg), Rod 
Johnson (KWJJ, Portland), Fred 
Houwink (WMAL, Washington, 
1). C). 

Progress report on uhf 

The efforts of the Assn. of Maxi- 
mum Service Telec asters to foster 
the development of uhf, including 
vigorous support of FCC's recently 
formed Committee of the Full De- 
velopment o! UHF Broadcasting, 
were reported by the group's execu- 
tive director Lester W. Lindow at 
the Chicago NAB convention. 

While briefing MST members on 
FCC's uhf study findings in New 

Aging brings out flavor of sweet smell of success 


Apparently the best way to have your cake and eat it, too, is to spend 
a long time doing something and then put it in the oven and see if it 
rises. Marking various stages of longevity with sweetness are (upper 
left) Victor Borge, helping Paul J. Miller, g.m. of WWVA, Wheeling, 
celebrate his station's 36 years of broadcasting; (lower left, l-r) George 
F. Hartford, v.p.-g.m. of WTOP-TV, Washington, John Douglas, WTOP-TV 

weathercaster, M. F. Kennedy, district manager for Esso, J. G. Dimling, 
area sales manager for Esso, and Tony Sylvester, WTOP-TV's newsman, 
on the 11th anniversary of Esso's sponsorship of news and weather on 
WTOP-TV's nightly "11 p.m. Report," and (right, l-r) Massachusetts Gov. 
Endicott Peabody, William L. Putnam, president-g.m. of WWLP-TV, Spring- 
field, Roger f. Putnam, WWLP-TV chmn., heralding 10 years for uhf stn. 




1/4 IN TIME- 


The Monday stack may hide many needles. SPONSOR'S not one of them. To a buyer, 
SPONSOR pops out of the pile as the most important 1 /a," in his buying mix— that 
tureen of soup in the back of his mind that needs the constant stirring in of 
SPONSOR'S top-of-the-news; of SPONSOR'S significance-of-the-news; of SPONSOR'S 
spotting of trends; of SPONSOR'S scouting of the future. It's all about broadcasting 
and it's geared entirely to buying. SPONSOR, the "extra margin" in the profession 
of buying time, and the selling to timebuyers. 555 Fifth Avenue, New York 17 
Telephone: 212 MUrrayhill 7-8080 


SPONSOR/8 april 1963- 

York and MST's related but inde- 
pendent study of the same, Lindow 
reported that although uhf is not 
a substitute for vhf in the "canyon- 
like" sections of big cities, it does 
prove capable of providing a sub- 
stantial amount of tv service of ac- 
ceptable viewing quality. 

Lindow also alerted members to 
the continuing and anticipated 
future dangers in the tv allocations 

Spanish radio sales soar 

Spot radio business hit a 20-year 
peak in February on KWKW, Los 
Angeles, according to owner How- 
ard Kalmenson. 

The Spanish language station 
showed a 30% increase for the 
month, with new clients including 
Italian Swiss Colony wine (26 
weeks) , Pepto Bismol (25 weeks) , 
Schick Razor (13 weeks) , and Kin- 
nev Shoes (11 weeks). 

The boom for Spanish stations is 
not confined to the West Coast. Ra- 
dio ratings in Miami are showing 
healthy percentages for the Spanish 
stations for the first time. Many 
companies in the market have set 
up Latin divisions to give more spe- 
cialized service to this important 
group of consumers, reports general 
manager of one Spanish station, 
Art Gordon of WFAB. And more 
banks are projecting their advertis- 
ing toward the more than 300,000 
Cubans now resident in the city. 
All this means more business for 
the specialized broadcasters. 

Barring of tv stirs Gov. 

New Jersey Gov. Richard J. 
Hughes says the doors of all public 
meetings involving governmental 
matters should be opened to not 
only newspaper reporters but to tv 
news as well. In line with this, he 
has asked Dr. Frederick M. Raub- 
inger, state education commission- 
er, to look into revelant law and 

Hughes' comments were made in 
reply to a strong protest by WABC- 
TV when its cameras for The Big 
News were kept out of a meeting by 
vote of the Newark board of educa- 
tion. The session concerned charges 
of juvenile delinquency, sale of 
goof balls, and the molesting of 
young girls at Newark's South 17th 
Street School. 

How much will the bunny eat? 

The bunny in the middle, that is, held by station's Dex Card. The WERE, Cleveland listener who 
can guess the intake of the rabbit during the 16 days prior to Easter will win a four-ft., 85 lb. 
chocolate Bunny and another will go to an orphanage or children's ward of winner's choice 

Hughes stressed: ". . . In govern- 
mental matters over which I have 
direct jurisdiction, there is a stand- 
ing invitation to tv newsmen to 
join their colleagues of the press in 
fully covering public matters." 

Four Star sales top $3 mil. 

Things have been jumping at 
Four Star Distribution Corp. where 
more than $1 million worth of busi- 
ness was written in late February 
and March. 

The group started out less than 
a year ago and its seven-month sales 
total is now $3.2 million. 

There seems little chance of a 
slackening of pace, considering the 
addition to the off-network roster 
of The Dick Powell Theatre, The 
Rifleman, and The Tom Ewell 

Fm bows fully sponsored 

WTM-FM, new Cedar Rapids 
station which broadcasts entirely in 
multiplex stereo except for news 
and public features, began opera- 
tions in a unique way — -it was com- 
pletely sponsored, seven days a 
week, before the "start" button was 

The station went on the air with 
all its time sold to eight clients, 
each sponsoring an entire broad- 
cast day through 31 December. 
The advertisers are a bank, a de- 
partment store, a dry cleaner, two 
regional radio distributors, two 
radio and tv retailers, and a public 

WMT-FM's schedule is basically 
constructed of quarter-hour tapes 
which allow for commercial and 
public service breaks between seg- 

SP0NS0R/8 april 1963 


ments. 1 he station is largely auto- 
mated through the use <>! multiple 
playback tape equipment which 
(.in be programed u> operate auto- 

Grid is SRO 8 mos. early 

Ohio seems to be one of the na- 
tion's hot-beds ol sports enthusiasts, 
as evidenced b\ the locking up ol 
high school lootball coverage eight 
months in advance 1>\ WSTV radio, 
Rust Craft Broadcasting station 
serving Steubenville-Weirton- 

Manager Louis W. Shapiro said 
that since January, his station has 
had complete sell-outs for its 17- 
game coverage ol Steubenville Big 
Red and Steubenville Catholic Cen- 
tral. Sponsorship is divided among 
a utility company, a soft drink con- 
cern and a local haberdashery. 

Rush for ATA&S honors 

At least 16 organizations in seven 
countries have programs enroute to 
the U. S. for competition lor the 
First Annual International Award 
ol the National Academy of Tele- 

WTRF-TV ward 

AS WE SEE IT! Men and 
women join nudist colonies to 
e;r diffeernces! 

wtrf-tv Wheeling 

, , „.* TWO FOR ONE. Two pints 
More! make one cavort! 

Wheeling wtrf-tv 

COTTAGE FOR KILDARE? We suggest the 
appropriate name for a Hollywood MD's home 
could be, "Bedside Manor." 

wtrf-tv Wheeling 
cashed a huge personal check which was re- 
turned with "Insufficient Funds" stamped on 
it Beneath the stamp, this handwritten no- 
tation, "Not you, us!" 

Wheeling wtrf-tv 

BLOTTER PLOT! Some people are like blotters, 

they soak it all up, but get it all backwards! 

wtrf-tv Wheeling 

SHELF CONTROL! Women who are calm and 
cool are seldom collected. 

Wheeling wtrf-tv 

SHOWGIRL: "Vaccinate me where it won't 

DOCTOR: "Okay, my fee is $10 in advance, 
SHOWGIRL: "Why in advance. Doctor." 
DOCTOR: "Because often I weaken in such 
cases and don't charge anything!" 
wtrf-tv Wheeling 

'UPDATED? Get the WTRF-TV Wheeling story 
from the George P. Hollingbery boys. Be sure 
your next spot campaign is scheduled in the 
big Wheeling/Steubenville Industrial Ohio 
Valley. Come August 1, engineers estimate our 
new tower will transmit your strong message 
to an additional 225,000 TV homes. 
Wheeling wtrf-tv 

ASK GEORGE or write for your set of WTR- 
effigies, our wall-decorating ad-world series 

Murphy named new Crosley Bcstg. chief 

Another one-time NBC page boy 
has made good in the upper 
echelons of radio/tv. John T. 
Murphy, who served a hitch as 
an NBC page (as did Dave Gar- 
roway, Gordon McCrae and oth- 
ers) has been named president 
of Crosley Broadcasting Corp., 
one of the country's leading sta- 
tions groups and a subsidiary of 
AVCO. Previously, Murphy was 
executive v. p. He joined Cros- 
ley in 1949 as general manager 
of WLWD, Dayton, Ohio; later, he 
was transferred to Cincinnati, 
ultimately becoming Crosley's tv v. p. He played a major role in 
the company's move to "colorize" much of its local and network 
programing. Hobbies: golf, swimming, and civic projects. 



vision Aits and Sciences. 

Programs range in length from 
15-minute documentaries from Ja- 
pan to a three-hour production of 
War and Peine from England. 
Canada, France, Ireland, Switzer- 
land, and Mexico are also sub- 
mitting multiple entries. 

The award will be presented on 
the 15th annual Emmy Awards 
telecast 26 May. 

Sue Masterson begins 
20th year with Pearson 

Sue Masterson, currently the on- 
ly office manager-saleswomen in 
the broadcast representative field, 
joined Pearson National Represen- 
tatives 19 years ago in Chicago, as 
secretary to the founder, John E. 
Pearson. She later became finan- 
cial secretary and in charge of pub- 
lic relations in the New York office, 
and has managed the San Francisco 
office for the past several years. Miss 
Masterson started her business ca- 
reer with Sherman & Marquette, 
later worked with A. C. Nielsen Co., 
and Purity Bakeries, all in Chicago, 
before her tenure with Pearson. 


Latest tv film distribution company 
to hop on the foreign-market band- 
wagon is Allied Artists Television 
with the formation of an interna- 
tional sales division. 

Properties available: Cavalcade 
of the 60' s, 145 westerns, over 200 

feature films which have been sold 
in over 150 domestic markets, in- 
cluding Science Fiction features 
and Bomba, the Jungle Boy fea- 
tures. The last have already been 
sold to Australian Channel 9 Net- 
work, via Charles Michaelson, pur- 
chasing representative for Televi- , 
sion Corp. Ltd. of Australia. 

Sales: MGM-TV sold IS post-'48 . 
feature films to CBC lor network 
exposure in Canada and the 30/63 
features to 13 markets more, bring- ■ 
ing total U. S. markets to -12 since 
the first of the year . . . Fractured 
Flickers, new first-run syndicated 
series distributed by Desilu Sales, ' 
sold in more than 50 markets in 
first three weeks, grossing more 
than $500,000. 

New properties: MCA-TV releasing 
I. e live it to Beaver for local pro- 
graming after six years on ABC 
TV network. Sale has already been 
made to WCBS-TV, New York. A 
Gomalco Production, some 234 
half hours are available . . . Have 
Gun, Will Travel, completing its 
sixth consecutive season on CBS 
TV next fall, will be syndicated 
domestically by CBS Films starting 
in the fall. There are 233 episodes 
available ... A 15-minute film 
made on location at Summit Park 
Sanatorium, produced by Vision 
Associates and being distributed 
free by National Tuberculosis 
Assn. to tv stations, among others, 
will highlight the forthcoming 1963 


SPONSOR 8 april 1963^ 


campaign . . . The Thin Alan and 
Sam Benedict were released at the 
NAB convention by MGM-TV, the 
former for June showing and the 
latter for the fall. There are 72 
Thin Man episodes and 28 full- 
hours of Sam Benedict . . . Desilu 
Productions is releasing 116 seg- 
ments of The Untouchables into 

Kudos: Curtis Palmer, senior vice 
president of the City National 
Bank of Beverly Hills, has been 
named to the board of directors of 
Desilu Productions . . . President 
Kennedy's "E" Award was pre- 
sented to Permafilm for "an out- 
standing contribution to the Ex- 
port Expansion Program of the 
U. S. of America." Permafilm is 
originator of the Perma film pro- 
lection and Perma new rejuvena- 
tion processes for motion picture, 
aerial, and microfilm. 

New quarters: As part of a major 
expansion program, Bill Burrud 
Enterprises purchased the property 
at 1100 South La Brea Avenue, Los 
Angeles. The new two-story steel- 
glass-structure will be known as the 
Burrud Building and will be oc- 
cupied by the tv film producing 
company and its subsidiaries. 

Jerry Liddiard to west coast tv 
sales manager for Embassy Pictures. 
Ted Swift to account executive for 
northeast sales at Independent 
Television Corp. 

Morton Schaps to vice president of 
sales and Erancis-Grumbacher Ir- 
win tovice president of production 
of On Film Inc., Princeton. 
Eugene C. Wyatt to United Artists 
Television as account executive. 
Edward R. Evans to vice president 
in charge of production of Robert 
Bendick Associates. 

Grass Roots 

Sales: American General Life In- 
surance Co. of Delaware (formerly 
Knights Life Insurance), which 
has sponsored The Joe L. Brown 
Show on KDKA, Pittsburgh, since 
1959, renewed the baseball series 
for its seventh year on the air. 
Brown is general manager of the 
Pittsburgh Pirates . . . Speaking of 
on-the-air general managers, Gene 
Mauch, manager of the Philadel- 
phia Phillies, joins with WCAU's 
Tom Brookshier, who will act as 
anchorman, to answer listener 
questions in new show called 
Open Line to Gene Mauch. Each 
show will originate live from loca- 
tion of the Phillies playing date, 
and run each Monday night until 
the end of the baseball season. Lit 
Brothers Department Store to co- 
sponsor . . . WESH-TV Daytona 
Beach-Orlando, scored a 22% in- 
crease in sales for the first quarter 
of 1963 as against 1962. . . WDAF 
(AM & TV), Kansas City, rounds 
out its sponsor roster for the Ath- 
letic games with the signing of 
Theo Hamm Brewing. Sponsors 
previously announced: Guy's Nuts 

No dancing girls? 

Individual Champagne Parties were held by key personnel at 
Philadelphia advertising agencies recently as WPEN introduced 
its new musical concept, the Heart of the City. Devised by 
Heller-Ferguson, the party kits were delivered by glamorous models 
and consisted of: 

A wax ice bucket containing a split of champagne; napkins, 
coasters and matches (imprinted with The Heart of the City); nuts; 
cheese and crackers; Clorets; chewing gum; aspirin; black coffee; 
Alka Seltzer; ashtray; a record; pink elephants; noise makers; 
cup, and— to add reality — a lipstick-smeared handkerchief. 

The following day, a WPEN salesman arrived with a tape recorder 
to introduce the new sound, and also left a 33V3 record featuring 
the new sound, encased in a specially prepared jacket telling 
the Heart of the City story. 


(A) 1- My Three Sons 24 

2. Fight of the Week 23 

3. Andy Williams 21 

4. Cheyenne 16 

5. I've Got a Secret 14 

(B) 1- CBS Reports 38 

2. Candid Camera 35 

3. Stoney Burke 34 

4. Gallant Men 30 

5. Make That Spare 28 

and Potato Chips (radio). R. J. 
Reynolds (tv), and General Finance 

(radio) . . . The Dick Clark Radio 
Shoxo has been bought by WKIX, 
Raleigh, and WKYE, Bristol, Va., 
to become the 25th and 26th sta- 
tions to buy the two-hour daily 
d.j. radio show produced by Mars 
Broadcasting, of Stamford. Conn. 

Changing hands: KOKE, Austin, 
sold by Giles E. Miller of Dallas 
to David R. Worley for 5110,000, 
subject to FCC approval. Transac- 
tion was handled by Hamilton-Lan- 
dis. Worley is president and 99%, 
owner of KLEA, Lovington, N. M., 
and 50% owner of KWBA, Bay- 
town, Tex. . . . ROME, Tulsa, 
owned by Franklin Broadcasting, 
has been purchased by Producers, 
Inc., of Evansville for S3 15,000. 
Hamilton-Landis brokered the deal 
. . . KSXX, Salt Lake City, sold, 
subject to FCC approval, by W. P. 
Fuller III to Starley D. Bush for 
$160,000. Bush was formerly com- 
mercial manager and minority 
stockholder of KWIC, Salt Lake 
City. Hamilton-Landis handled the 

Newly elected: Gross Telecasting 
stockholders voted to enlarge the 
board of directors to six members 
(from five) and elected Sherrod E. 
Skinner of Detroit and George H. 
Frey of New York to serve. Skin- 
ner replaces the late Joseph E. Cain 
and Frey is the new sixth member. 
Also elected for the ensuing year 
were Harold F. Gross, president 

SPONSOR/8 April 1963 


sponsor-week Stations 

and treasurer; James H. Spencer, 
vice president; Charlotte I. Gross, 
secretary; Erma L. Nolan, assistant 
secretary .mil assistant treasurer. 

Financial report: Earnings of 
Cowles Magazines and Broadcast- 
ing in 1962 rose to $3,447,000 or 
$1.16 per share, compared with op- 
erating earnings of $2,355,000 or 
87 cents a share in 1961, an in- 
crease of 33% in per share earn- 
ings. Revenues rose by $14,771,- 
000. going to $118,510,000 as com- 
pared with $103,739,000 in the pre- 
vious year. In addition to Look 
magazine, Cowles owns KRNT 
(AM & TV), Des Moines, and 
other publications. The company 
is awaiting FCC approval of its 
purchase of WREC (AM & TV) in 

New affiliate: WZZM, Grand Rap- 
ids, is new subscriber member of 
Television Affiliates Corp. 

Adding on: A modernization pro- 
gram which will add 7,500 floor 
feet of work space to existing faci- 

lities has begun at WTVN-TV, 
Columbus. Building addition will 
cost approximately $100,000. 

It's a small world: KONA-TV, 

Honolulu, today becomes the first 
U.S. station to become an operat- 
ing part of a Japanese tv network, 
Nippon Television. A primary 
NBC TV affiliate, the station, via a 
one-year affiliation agreement, be- 
gins regular telecasting of seven 
half hours of NTV programing 
weekly. Five of the NTV shows 
are being scheduled, on color tape, 
in the 8:30-9 a.m. slot weekday 
mornings. A news and sports 
roundup will be aired Sunday 
mornings. KONA will also furnish 
NTV with local Hawaii-originated 
programs from time to time. 

Just to show we're good sports: And 
can take some good-natured (?) fun 
poked in our direction. The first 
book to be published by the new 
book division of Playboy magazine 
is "Teevee Jeebies" by Shel Silver- 
stein. It's a "do-it-yourself dialog 
for the late, late show" consisting 

ol old movie stills with clever cap- 
tions and designed as an answer | 
(according to the editors) to "those 
mirthless midnight movies you've 
seen and seen again on tv's late, 
late shows." 

Sports notes: When the Cleveland | 
Indians make their debut tomor- 
row, 9 April, against the Minnesota I 
Twins in the Twin Cities, WJW- 
TV will be there. Its the first of 52 
Tribe games scheduled by the sta- 
tion, all of which will be sponsored 
again this year by Carling Brew- ! 
ing, Sohio, and the Sugardale Pro- 
vision Co. 

New property: Richard H. Ullman 

is syndicating The Old Scotchman'*, 
Scrapbook, Gordon McLendon's | 
series of 316 five-minute radio pro- 
grams or vignettes featuring an ac- . 
tual recording of the history-mak- • 
ing event. | 

Good neighbor policy: Tucker ' 
Wayne, Atlanta, pulled a switch on 
tradition whereby stations enter-' 
tain agencies. Personnel of WSB 

mm 1 

Newsmakers in tv/radio advertising 

Clifford C. Mendler, formerly 
sales vice president of Sunbeam 
has been named director of mar- 
keting of Schick. He will ad- 
minister Schick's program aimed 
at broadening product distribu- 
tion. He joined Sunbeam sales 
in 1948 and rose to regional 
sales and general sales manager 
before his promotion to vice pres- 
ident in 1955. 

James A. Schulke has been 
elected president of the National 
Association of FM Broadcasters. 
He has a wide background in ad- 
vertising, broadcasting research, 
station operation and sales pro- 
motion. His major objective as 
NAFMB's first full time chief 
will be to organize a program for 
the fast-growing industry de- 
signed to build revenue. 

Gilbert W. Kingsbury has been 
appointed vice president in 
charge of news operation for 
Crosley Broadcasting. He has 
been with Crosley since 1942, is 
shifted from his present post as 
v.p. for public relations. He will 
now have direct supervision of 
W'LW (Radio/TV) , Cincinnati, 
and will coordinate news opera- 
tions of 3 other Croslev outlets. 

Edward Bleier has been pro- 
moted to vice president and na- 
tional sales manager for the ABC 
TV network. Previously Bleier 
had six years experience in sales 
with ABC TV and ABC's owned 
New York station, WABC-TV. 
Also, Yale Roe has been named 
director of tv daytime sales and 
Bernard Saperstein promoted to 
manager of marketing services. 



SPONSOR/8 april 196? 

Stand up and be counted 
in the Sight against Communism 

You, as a private citizen, can 
hit Communism where it hurts! 

WHERE? Communism's 
weak spot! Eastern Europe- 

In Eastern Europe 80,000,000 once free men 
and women still bravely resist Communist 
domination. Here, Communism is on the de- 
fensive. Here, many Russian divisions are 
tied down. This is where Communism is un- 
der greatest pressure. You can help keep this 
pressure on. 

HOW? By supporting Radio 

Free Europe — Every day Radio Free 
Europe's 28 powerful transmitters broad- 
cast news of the Free World, religious serv- 
ices, the plain truth to the brave people of 

Poland, Czechoslovakia, Hungary, Bulgaria 
and Romania. Armed with this truth, they 
represent a major obstacle to the Communist 
threat of world conquest. Eighty percent of 
them listen to Radio Free Europe despite 
Communist jamming. It is their strongest 
link with the future. 

R.F.E. is a working weapon 

Radio Free Europe is one of the Free World's 
major offensive weapons in the Cold War 
against Communism and Soviet aggression. 
But it needs money now to continue its work. 
As a privately supported, non-profit organi- 
zation, Radio Free Europe depends on indi- 
vidual contributions from private citizens. 
Your help is needed. What's it worth to you 
to hit Communism where it hurts? Ten dol- 
lars? Five dollars? Give whatever you can. 

Free Europe Fund 

The American People's 
Counter-Voice to Communism 

P.O. BOX 1963, MT. VERNON, N.Y. 

Published as a public service in §w%5ife 

cooperation with The Advertising Council "J^&# 

SPONSOR/8 april 1963 


were guests ol honoi at a luncheon 
given b) the agenc) in tribute to 

WSB loi winning the 1963 Mike 
Aw. iid. Some SO persons were on 
hand for the luncheon at which the 
award was displayed along with a 
giant reproduction of a trade press 
ail which Tucker Wayne scheduled 
to honor WSB with a "from our 
house to yours" congratulatory 

On the public service side: WNAX, 
Yanktown-Sioux City, is receiving 
kudos and words of gratitude from 
professors in colleges from Califor- 
nia to Boston, from Dakota to 
Florida. Reason? Station offered a 
lfiinin sound film to the radio and 
tv departments of some 70 schools 
for use in their classrooms. Called 
"'Selling Big Aggie Land," the film 
is a promotion piece on the poten- 
tial of WNAX and the market it- 
self and although it is dated, the 
schools have found the film most 
helpful in the instruction of the 
sales and promotion branches of 
radio . . . Police Recruitment is 
KABC's special community service 
project for April. Campaign will 
feature appearances by Los Angeles 
law enforcement officials . . . KIRO- 
TV, Seattle, inaugurated its first 
outstanding citizenship awards pro- 
gram in March to become the citiy's 
first tv station to recognize out- 
standing members of the communi- 
ty Awards were presented during 
half-hour telecast. 

Programing notes: Travel Informa- 
tion Reports — latest information 
about arrivals and departures of 
planes and trains— is broadcast 15 
minutes before and 15 minutes 
after each hour on WRNL, Rich- 
mond. United, Piedmont. Eastern, 
and National Air Lines, and the 
Richmond. Fredericksburg, and 
Potomac. Seaboard, Atlantic Coast 
Line and ( heasapeake and Ohio 
Railroads are among the cooper- 
ating travel set \ ices participating 
. . . Folk Songs, and Mote Folk 
Songs'., eighth in series of monthly 
specials for young people, debuts 
this month on the five tv stations 
of Westinghouse Broadcasting Co. 
The hour-long musical history of 
the U.S. is the second of two pro- 
grams tracing out traditions as pre- 
served in our popular songs. The 
first, The) (.all it Folk Music, pre- 

miered in February and dealt with 
I 750- 1 850. The second covers from 
1850-1950 . . . The Writer Speaks, 
a new series of 13 half-horn pro- 
grams featuring major contempo- 
in \ authors, premiered on WNAC, 
Boston, and the Yankee Network 
on :'.l Match (10:30-1 1 p.m.). Pro- 
gram is produced in cooperation 
with the New American Library 
. . . Daily broadcasts from Conven- 
tion Hall, site of the 19-28 April 
Travel and Vacation Show, will be 
aired by WCAU, Philadelphia . . . 
Shakespearean plays, complete and 
uninterrupted, are being heard on 
Sunday nights on WINS, New 
York, in a month long festival 
which began last night, 7 April. 
"Richard II," "Antony and Cleo- 
patra," and "King Lear," in the 
BBC; World Theatre performances 
starring Sir John Gielgud, Sir 
Ralph Richardson, Stephen Mur- 
ray, Anthony Nicholls, and others, 
comprise the series. 

Kudos: Bill Dansby, news editor of 
WFGA-TV, Jacksonville, elected 
president of the Jacksonville News 
Reporters Club. . . WFMY-TV, 
Greensboro, won the North Caro- 
lino Education Assn.'s 1963 School 
Bell Award for outstanding inter- 
pretation of education and an 
award from the state's Mental 
Health Assn. for "many contribu- 
tions to the mental health cause." 
. . . WLBW-TV, Miami, won the 
Dade County Council of Civitan 
Clubs First Annual Community 
Service Award . . . Congratulations 
to three winners of the Corinthian 
Broadcasting-Assn. for Professional 
Broadcasting Education Summer 
Scholarship program. Each winner 
will undergo as intensive six-week, 
on-the-job internship at one of the 
Corinthian tv stations. A special 
curriculum which embraces the 
non-technical phases of broadcast- 
ing has been set up. 


Dell Simpson to Richard H. Ull- 
man, radio-tv distribution com- 
pany, as regional manager. 
Paul C. Louther, senior vice presi- 
dent of Veterans Broadcasting, 
adds to his other duties post of gen- 
eral manager of WROC (AM & 
FM), replacing James Schoonover 
who moves to manager of WGR, 

Tom Corniea to sales promotion 
manager of KDT11. Dubuque, la. 
from KSl'M, Fairmont, Minn. 
Jerome G. Lanser, formerly with 
NBC and An-Shih Cheng, stall as- 
sociate with National Better Busi 
ness Bureau, named senior editors 
in New York office of NAB Code 

Edward G. Sheridan, Jr. to general 
manager ol KHON. Dallas. 
John Bauer, Jr. to account execu- 
tive at WIL, St. Louis. 
George Gilbreath to local sales 
manager, K.FWB, Los Angeles. 
Thomas J. Brown to director of in- 
dustrial relations for WICC, Fair- 

A. R. Munger and Arch L. Madsen 
to board directors of Queen City 
Broadcasting Co. 

Lee M. Vanden-Handel, formerly 
vice president and eastern sales 
manager of the radio division of 
Peters, Griffin, Woodward, to 
WABC, New York, sales stall. 


Appointments: WHOT, Youngs- 
town, and WBSR, Pensacola, to 
Robert E. Eastman . . . The Lobster 
Network, comprised of eight sta- 
tions, to Peggy Stone Representa- 
tives . . . WTTT, Amherst; WWSR, 
St. Albans; and WSNO, Barre-Mont- 
pelier, to Eckels & Co. for New 
England sales 

William E. Moore, manager of Pa- 
cific coast radio for Avery-Knodel 
transferring from Los Angeles to 
San Francisco. He'll be succeeded 
in L. A. by Douglas MacLatchie. 
Peter F. Ryan to the New York 
staff as account executive, Harring- 
ton, Righter R: Parsons. 
James Rogers to the Chicago tv 
sales staff and Stanley Moger to the 
New York tv sales staff of George 
P. Hollingbery. 

Nat Hale to tv account executive 
in the Atlanta office of Peters, 
Griffin, Woodward. 

Ray Muer to Blair Radio's San 
Francisco office as an account exec- 
utive, filling vacancy created when 
George B. Hagar was elevated to 
post ol manager of Blair's Bay City 


SPONSOR 8 april 1963 

20% of the food distributed through 
Houston warehouses is consumed by 
families in Beaumont/Port Arthur/ 
Orange. If your spot television budget 
is based on wholesale distribution 
figures in Houston, you're missing 

one-fifth of the consumers. If you put 
your television dollars on any other 
station in the Beaumont/Port Arthur/ 
Orange market, you're missing 43% 
of the ; .•}, 

Viewers 4^M - Peters Griffin Woodward 



Leslie Charteris' 

The Saint 

the only first-run, one-hour adventure series for market-by-market sale 

From stories written by Leslie Chartens, 
world-famed creator of The Saint . . . filmed in t 
glamor centers of the world where Charteris 
went for his material and backgrounds- 
New York, London, Paris, Rome, Nassau, Genev 
Southern Spain and more ... and in every 
episode, beautiful women who are attracted tc 
Simon Templar— The Saint— as he is to them. 
comes television's only series of its kind 
39 first-run full-hours 
of adventure, mystery and suspense... 
a series identified only with success... 
novels— 35 titles, more than 60 million copies 
translated into virtually every written languag 
radio-from 1945 to 1951, giant shares of auc 
coast-to-coast on NBC, CBS and Mutual 
movies-10 box office hits with such stars as 
George Sanders and Louis Hayward 
mystery magazine-five separate editions 
printed every month in the United States, 
England, France, Netherlands and Brazil. 
newspaper strip-regular feature in more than 
75 papers with total circulation of millions 
. . . success that insures an avid, pre-sold 
audience in every market. 



star of "Maverick" 

Call or wire collect for details and screening. 




555 Madison Avenue • New York 22, N.Y. • PLaza 5-2100 
17 Gt. Cumberland Place • London Wl • Ambassador 804C 
100 University Avenue • Toronto 1, Ontario • EMpire 2-116 
Mexico City • Paris • Rome • Buenos Aires • Sydney 
and offices in principal cities in 45 countries around the *• 



15 APRIL 1963— 40c a copy / $8 a year 
•I I 

WHY 'TOP 100' 
ARE DEAD p 27 

Latest data on 
nets' fall skeds, 
new shows p. 32 




Today, more than ever, successful advertisers use 
Spot TV's timing and selectivity for maximum sales 
efficiency. These quality stations offer the best of 
Spot Television in their markets. 





KOB-TV Albuquerque 

WSB-TV Atlanta 

KERO-TV Bakersf ield 

WBAC-TV Baltimore 

WGR-TV Buffalo 

WGN-TV Chicago 

WFAA-TV Dallas 

KDAL-TV Duiuth-Superior 

WNEM-TV Flint-Bay City 

KPRC-TV Houston 

WDAF-TV Kansas City 

KARK-TV Little Rock 

KCOP Los Angeles 

WISN-TV Milwaukee 

KSTP-TV . . Minneapolis-St. Paul 
WSMTV Nashville 

WVUE New Orleans 

WTAR-TV. Norfolk-Newport News 

KWTV Oklahoma City 

KMTV Omaha 

KPTV Portland, Ore. 

WJAR-TV Providence 

WTVD Raleigh-Durham 

WROC-TV Rochester 

KCRA-TV Sacramento 

KUTV Salt Lake City 

WOAI-TV San Antonio 

KFMB-TV San Diego 

WNEP-TV.Scranton-Wilkes Barre 

KREM-TV Spokane 

WTHI-TV Terre Haute 

KVOO-TV Tulsa 



*WCCO Television has led in 

average quarter-hour total area 
homes in virtually every Nielsen 
Report (58 out of 60), covering 
the VA y ears that Nielsen has 
measured the market. 


Sold Nationally by Peters, Griffin, Woodward, Inc. 



KRNT Radio has the largest audience in Des 
Moines and has had for a long, long time. 
The audience is predominantly adult. Cen- 
tral Surveys study confirms that KRNT is 
the most believeable station here. Here's 
the way all this comes about: 

1. We feature one of the great news outfits 
in the nation. Every newscast on KRNT 
outrates its competition by a country mile. 
We're rough, tough operators in the area of 
news. We have more reporters than some 
stations have total personnel! This is one 
of the great news stations in the nation. 

4. We feature service to the community. 
Last year we broadcast some 20,450 an- 
nouncements for eleemosynary organiza- 
tions and 600 program hours. We spent 
countless hours meeting with committees, 
writing their copy, counseling them. We 
touch lots of lives this way. We're kind and 
gentle people in this area of operation. 

5. We publicize and advertise our activities, 
our people, our aims and aspirations. In 
this area we make no little plans and we 
carry through what we start. People here- 
abouts know everything about all we do. 

2. We feature highly publicized, highly 
trained, highly accepted personalities. We 
have the advantage that all our people are 
seen on our television station; radio listen- 
ers really "know" the person that goes with 
FACTOR is tremendously important to the 
effectiveness of advertising. There are more 
widely known personalities on KRNT than 
on all other local radio stations combined. 
With listeners, clients, and rating men, 
we're the station with the most popular, 
professional and persuasive personalities 
. . . again and again and again. 

We honestly believe that it is a great oppor- 
tunity to be able to advertise a good product 
on this station. We've been in business long 
enough (28 years) for any test of fire. We 
know now without doubt that advertisers 
don't test us ... we test them. We test their 
product appeal, the copy they use, their 
prices, their merchandising setup. 

If you have a good product, good copy, 
honest dealings, and fair prices, you can get 
rich advertising on this great station. 

3. We feature music with melody. Old 

ones, new ones, golden records (million 
sellers), albums, pops, classical ... all 
chosen with great care by a man who cares, 
programmed with care by people who care 
. . . introduced with understanding by people 
who care. In the area of music we've got a 
song in our heart. 


"Total Radio" in Des Moines 


SPONSOR/ 15 april 1963 

a whopping 


increase in 
three years 

WTVY 's total homes reached from 6 
P.M. to 10 P.M. has increased steadily 
each \ear as shown in the following 
figures taken from the year-end ARP> 

25,500 in 1962 

20,000 in 1961 

17,800 in 1960 

15,100 in 1959 

WTVY operates on Channel 4 at full 
power from Alabama's tallest tower, 
1549 feet above sea level. 

WTVY serves nearly 200,000 homes 
in three states with the best CBS, ABC 
and local programming. 

add up the 
facts about 



then call: 

THE MEEKER CO. National Reps, SOUTH- 
or F. E. BUSBY at 205 SY 2-3195. 


15 APRIL 1963 

Vol. 17 No. 15 

Sponsor-Week / News 

P- 11 

Top of the News pp. 11, 12, 14 / Advertisers p. 56 / Agencies p. 56 / 
Stations p. 63 / Syndications p. 65 / Representatives p. 68 / Net- 
works p. 61 

Sponsor-Scope / Behind the news 

p. 19 

Data Digest / State-of-mind effect on sales 

P. 22 

Key Stories 

ANY MARKET'S AS BIG AS YOU THINK / Market rankings arc dead. 
Advertisers and agencies use new list for each campaign, as "top 100" 
concept yields to sophisticated research. p^ 27 

Golden Grain spends S3. 5 million lor advertising — 75% ol it in tv. 
Firm currently sponsors 17 net programs. p_ 30 

1964 prime time schedules reveal fewest changes on (IBS, most on ABC; 
programs locked up earlier than most seasons. p_ 32 

tisers in New York and Cleveland found radio/ tv filled the newspaper 
gap: some plan to increase broadcast spendings. p_ 39 

holds advertisers, and audiences, during period ol adjustment unclei 
Westinghouse ownership. Special pictorial report. P. 42 

Spot-Scope / Developments in tv/ radio spot 

p. 70 

Timebuyer's Corner / Inside the agencies 

p. 46 

Washington Week / FCC, FTC, and Congress 

p. 51 


Publisher's Letter p. 6 / Commercial Critique 
p. 48 / Radio/Tv Newsmakers p. 65 / Seller's 
Viewpoint p. 69 / 555 Fifth p. 8 / 4-Week 
Calendar p. 8 


SPONSOR ® Combined with TV <g>, U.S. Radio ®. U.S.FM (g>. Kiecutlro, Editorial. Circulation 
AdTertltlnc Offices : 555 Fifth Are.. New York 17. 212 MTJrray Hill 7-8080. Mldweat Office: 612 N. 
i, ' a Michigan Are., Chicago 11. 312-664-1166. Southern Office: 3617 Eighth Are. So.. Birmingham 6, 
,,l *\ 205-322-6528. Weatern Office: 601 California Are.. San Frandico 8. 415 TO 1-8913. Lot Ancelei 
_/,* phone 213-464-8089. Printing Office: 3110 Elm Aie.. Baltimore 11, Md. Subacriptiona: V. 8. »8 a 
*c^ — ^s year. Canada 19 a year. Other oountriea $11 a year. Single coplea 40c. Printed U.S.A. Publlahed 
weekly. Second alaaa postage paid at Baltimore. Md. © 1963 SPONSOR Publication* In* 

SPONSOR/15 april 1963 



^ty '• W Well rounded . . . good Judgement . . . 

That's Channel 8 programming with 

^Hb HP 

Worth while. . . 
"Buy Appeal" 


BRaincjsnsi; ( toilMXY 













11 HS 


II' IT 1 -TV 











If this medal is ever issued, it will 
go to WHLI to take its place among 
the hundreds of awards and citations 
given to WHLI over the years. 

WHLI believes its responsibility 
is active participation in the affairs 
of the area it serves. WHLI assumes 
— and broadcasts — its stand on local 
and other controversial issues. 

Nor does WHLI's responsibility to 
its Nassau-Suffolk area end with ed- 
itorials. WHLI runs 19 regularly 
scheduled V\ and % hour Public 
Service Programs every week! 

Sure we get citations, plaques and 
medals because WHLI has earned 
its reputation as "the Voice of Long 

10.000 WATTS 

AM 1100 
FM 98 3 


tk uoioe ol 

Let's be quick, careful, 
and united 

A publisher's view of 
significant happenings in 
broadcast advertising 

The team of Richardson and Sparger, which investigates lor 
the Harris subcommittee, is doing a devastating job on the rating 

As the hearings move toward their conclusion, with its Eresh 
evidences of carelessness, inadequacies and worse in the practices 
of some of the rating firms, I have the nagging notion of anti- 
climax. Though Subcommittee legislative recommendations 
and possible FTC action may follow, the verdict is already in. 
There will be big changes in rating standards, methods, and 
maybe systems. 

Back in the days when we editorialized against the untenable 
rating situation (we called it "rating madness") we didn't waste 
words on new standards or systems. The possibility looked too 
remote. We simply asked broadcast buyers to consider other 
factors in addition to ratings. 

Now comes the time when dazed ad agency executives, with 
millions in tv and radio billings on the line, wonder where they 
can look to verify their buys. And competitors of the air media, 
quick to seize an advantage, are hoping to snatch away broadcast 
billing before the dust settles. 

Unless we're quick, careful, and united they will. 

One of the key dangers is the unpreparedness of the broad- 
cast industry to adopt a new plan. Another is the possibility that 
segments of the industry will adopt separate plans and create 
separate standards and new confusions. 

Fortunately, the NAB last year endorsed Governor Collins' 
recommendation for a strong research department and under 
the dedicated chairmanship of Don McGannon put it into opera- 
tion. It couldn't have been better timed. Under this research 
roof all segments of the industry must unite in prompt and un- 
selfish discussion. We ask that this arm of the NAB, tinder the 
direction of Mel Goldberg, assume leadership in positive plan- 
ning and light to prevent the splinter efforts that have con- 
stantly plagued our industry. 

Today is the right time to begin. We owe ii to the men who 
loot the broadcast advertising bills as well as to ourselves. 

PAUL GODOFSKY, Pres. Gen. Mgr. 
JOSEPH A. LENN, Exec. Vice-Pres. Sales 


} ^j-u^y 

SPONSOR/ 15 april 1963 

jTTIi'iri'li'li'HI^ Ii!irnTr!5MMa 




sfc.l cubic foot of osmium weighs 1 ,403 pounds 

BUT... WKZO-TV Pulls The Most Viewers 
in Greater Western Michigan! 

If you're looking for the bulging-est broadcast biceps in 
Michigan outside Detroit, WKZO-TV is for you! 

The power of this muscular medium comes through on 
every page of the November '62 NSI. It credits 
WKZO-TV with an average of 30% more homes than 
Station "B", 6:30 p.m. -10 p.m., Sunday through Saturday! 

And the latest ARB (Nov. '62) measures an equally 
robust performance. Example: 9:00 a.m. -noon, weekdays, 
WKZO-TV averages 56% more homes than 
Station "B". 

See Avery-Knodel about this hairy-chested powerhouse! 
A nd if you want all the rest of upstate Michigan worth 
having, add WWTV/WWUP-TV, Cadillac- Sault 
Ste. Marie, to vour WKZO-TV schedule. 

&he &etyeb ffla/wm 







100,000 WATTS • CHANNEL 3 • 1000' TOWER 

Studios in Both Kalamazoo and Grand Rapids 

For Greater Western Michigan 

Avery-Knodel, Inc., Exclusive National Representatives 

SPONSOR/15 april 1963 

'555/ FIFTH 

Letters to 
the Editor 

Undoubted!) you are aware <>l the 
United Nation's album "All Star 
Festival" and the cooperation of 
I iter all) hundreds of individuals 
who have made ii possible. 

When the album was first brought 
to m\ attention, and 1 was lulh 
informed of its humanitarian as- 
pects and assured of its non-profit 
motives, I instantly pledged a mini- 
mum of $50,000 of Storz Broadcast- 
ing air time to promote the album. 
1 also suggested to Morris Diamond 
ol Mercury Records that he solicit 
pledges from other broadcasters. 
While the program has met with 
some success, it is indeed modest, 
and a great deal of additional 
broadcaster cooperation is neces- 

I hope you will feel as I do that 
the enclosed merits inclusion in 
your publication. 

Thanks for your consideration. 

An Open Letter To The Broadcast- 
ers Of A in erica 
Deai Fellow Broadcasters: 

Seldom have broadcasters had the 
opportunity to serve in the "inter- 
national public interest!" Now, op- 
portunity has knocked in the form 
ol the United Nation's album "All 
Star Festival," especially created to 
aid the world's refugees. 

Never have the various groups 
comprising our industry cooperated 
to such an extent! World-renowed 
artists have contributed their tal- 
ents; recording companies, distrib- 
utors and retailers have volunteered 
their services; the NAB and FCC 
have endorsed the album and its 
purpose; trade papers have devoted 
much space to alerting the broad- 
casting, recording and allied indus- 
tries to the humanitarian purpose 
of "All Star Festival." In short, 
everyone has been informed of the 


International Radio & Television Society 
announces six production workshops 
dealing with "Problems of Interna- 
tional Television Commercials" to be 
held on successive Tuesdays at 5:30 
p.m. in the Johnny Victor theatre, 
New York starting (16) . 

American Marketing Assn., one-day con- 
ference on new products, Hotel Plaza, 
New York, (17) . 

Assn. of National Advertisers, inter- 
national advertising workshop, Hotel 
Plaza, New York, (18) . 

Alpha Delta Sigma Greater New York 
Alumni Association fiftieth anniver- 
sary convention, Roosevelt Hotel, 
New York (19-21) . 

Society of Motion Picture and Television 
Engineers, 93rd convention and equip- 
ment exhibit. The Traymore, Ulan- 
tic City, N. J. (21-26). 

Advertising Federation of America, 4th 
district convention, Cherry Plaza Ho- 
tel. Orlando, Ha.. (25 28) 

Pennsylvania Associated Press Broadcast- 
ers annual meeting, Pittsburgh, (25- 


Illinois Broadcasters Assn. spiing con- 
vention, Springfield. 111., (1-3). 

American Woman in Radio and Television 

twelfth annual convention, Sheraton 
Hotel, Philadelphia (2-5) . 
Montana Broadcasters Assn., annual con- 
\ention, Bozeman, Mont.. (8-10). 
Advertising Federation of America 9th 
district convention, Schimmel Indian 
Hills Inn, Omaha. Neb., (If). 1 1) ; 2nd 
district convention, Inn at Buck Hill 
falls, Pa., (10-12). 

Academy of Television Arts and Sciences, 
Chicago chapter, Emm) awards for 
excellence, Pick-Congress Hotel. 
Chicago. (13). 

National Assn. of Educational Broadcast- 
ers, national conference on instruc- 
tional broadcasting at University ol 

Illinois. I ibaua. 111.. (13-15) . 

Ohio Assn. of Broadcasters spring con- 
vention, trench Lick Sheraton, (16, 

Pennsylvania Assn. of Broadcasters con- 
vention, University Park, Pa., (19-21). 

Sales and Marketing Executives — Interna- 
tional, annual ((invention. Philadel- 
phia, (19-22) . 

merit ol this non-profit program 
except the public. 

Fhe six Storz stations, in the 
distinguished company ol a number 
ol Amei i< as radio chains and many 
additional independent broadcasts 
eis. have been pleased to pledge a 
generous portion ol air time to the 
very worthwhile promotion ol 
United Nation's outstanding al- 
bum. But, more broadcasters are 

Radio and television promotion 
kits are available lor the asking. 
Please direct your request to: 

U. S. Committee lor Refugees 

20 West 40th Street 

New York 18, New York. 

The refugees of the world will 

thank you. 

Graham Richards. 
Vice President, Director of Programing, 
Storz Broadcasting Co., Miami 


Congratulations. Now sponsor's 
vitality is growing week by week. 
The addition of the publisher edi- 
torial is extremely important and 
in general the magazine is now 
greatly improved. 

Your gesture, incidentally, in 
mentioning Arthur Simon and 
Radio-Tv Daily ( 1 I March) will be 
particularly well received. It is cer- 
tainly time that the trade papers 
recognize that they have established 

Miles David, 

Administrative V.P., Radio Advertising 

Bureau, New York 

We are delighted with article on 
'Child-Mild' Weenie in your 18 
March sponsor. Please send us 12 
complete copies (and bill us) . 

Thank you. 

Edward W. Quinn, 

President. Quinn & Johnson Advertising, 


Your key story in the 25 Februarj 
issue "Fhe Food Broker-Grass 
Roots Influential" was excellent. 

Could you possibly send us 50 
reprints ol the story? Please bill the 
station. We would like to have 
them as soon as possible. 
Thank you very kindly. 

OavM D. Schwartz. 
Merchandising Manager, KCOP, Los An- 








Three Roman Plays by William Shakespeare 


Created jor television in a new 
nine-part production by BBCtv 

Following the international success of the 
Peabody Award winning series "An Age of 
Kings", BBCtv is proud to present Shakespeare's 
Roman trilogy in a new nine-part serial form. 
Each play tells of a great personal tragedy woven 
into the violent tapestry of Rome's history. Each 
play underlines the concept of Rome as an ideal, 
greater than any individual — an ideal symbolized 
by the Roman Eagle, aloof, golden, cruel. 

Produced and directed by Peter Dews who 
created "An Age of Kings", "The Spread of the 
Eagle" features a cast of hundreds with a distin- 
guished company including Robert Hardy, 
David William, Keith Michell, Mary Morris, 
Beatrix Lehmann, Barry Jones, Peter Cushing, 
Roland Culver, Paul Eddington. Produced by 
BBCtv in one-hour episodes, "The Spread of 
the Eagle" will be transmitted first in Britain 
this year. 

You are invited to contact your BBC represen- 
tative for further information on the series. 




SPONSOR/15 april 1963 


Only single medium assuring full sales 
power in the entire region ... a multi-city 
market including the metropolitan areas of 
Lancaster, Harrisburg, York, and manyother 
communities. And, area-wide, the Channel 8 
viewing audience is unequaled by all other 
stations combined. This is full sales power. 
Use it to build sales and increase profits. 



STEINMAN STATION . Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc.* New York • Chicago • Los Angeles • San Francisco 
10 SPONSOR/15 april 1963 


Top of the news 

in tv/radio advertising 

15 APRIL 1963 



The stage was set 
last week for the 
record station 
transfer of all 
time, in terms of 
dollars. T a f t 
Bcstg., through its 
president Hulhert 
Taft, Jr., an- 
nounced it had 
entered into ne- 
gotiations to buy 

Transcontinent stock at $21.20 per share 
in cash. Transcontinent, with 1,765,012 
shares at 1962's year end, would bring a 
price of $37.4 million. 

Cleveland radio station: in addition 

to $21.20 per share, Transcontinent stock- 
holders would keep their interest in 
WDOK, Cleveland, valued at 80 cents per 
Transcontinent share. FCC rules require 
owner to hold station for three years 
before selling. Transcontinent bought 
WDOK in May 1962. barring sale before 

Nine tV Stations: Taft owns and op- 
erates radio and vhf tv stations WKRC, 
Cincinnati; WTVN, Columbus, O.; and 
WBRC, Birmingham, plus uhf in Lexing- 
ton, Ky., WKYT. Transcontinent radio 
and vhf tv stations include WGR, Buffalo; 
WDAF, Kansas City; and KFMB, San Di- 
ego; a vhf station, KERO-TV, Bakersfield. 
switches to uhf 1 July; WNEP-TV, a uht 
in Scranton-Wilkes-Barre; plus radio sta- 
tion WDOK. 

Multiple ownership problem: As 

FCC rules allow one company to own but 
seven tv stations, with a limit of five vhf 
stations, two stations would have to go. 

Said Taft: "The negotiations to be entered 
into between Taft and Transcontinent will 
include a determination of which stations 
will ultimately be retained by Taft. 

Transcontinent stockholders: As 

they're listed by the SEC registration, 
major Transcontinent stockholders are: 
Paul A. Schoellkopf, Jr., and J. Fred 
Schoellkopf, IV, of Niagara Share Corp.; 
David G. Forman, Transcontinent chair- 
man of the administrative and finance com- 
mittee; George F. Goodyear, Buffalo So- 
ciety of Natural Sciences; Seymour H. 
Knox of Dominick & Dominick, General 
Railway Signal Co.; Jack Wrather and Ed- 
ward Petty & Co. 

SEC requirements: Announcement 
of negotiations was made because of SEC 
requirements for disclosure of such trans- 
actions, since Taft is listed on the New 
York Stock Exchange. Transcontinent has 
been traded over the counter. 

Station Sales: A number of individual 
station sales over the years have brought 
large sums of money, but none ever ap- 
proached the $37.4 million scheduled to be 
paid for Transcontinent. Perhaps only 
real precedent in terms of size was merger 
of American Broadcasting and United 
Paramount Theatres in 1953, which in- 
volved network, plus owned and operated 
radio and tv stations in major cities. 

4A'S moves: Headquarters of the 4A's 
opens in the new Pan American building 
at 200 Park Avenue, starting today. New 
telephone number: 972-7200. 

Popsicle back in net tv: Joe Lowe 

returns to network tv after six year absence 
to sponsor ABC TV's Discovery '63 for 

SPONSOR-WEEK continues on page 12 

SPONSOR/15 april 1963 



Top of the news 

in tv/radio advertising 


Topside" starting 17 May. Gardner is 
agency. Lowe used spot tv in 1902. spend- 
ing $260,440, TvB-Rorabaugh gross time 
figures show. 

S. C. Johnson marketing: Samuel 

C. Johnson is new executive vice president 
of S. C. [ohnson, effective 1 July, in charge 
of marketing and international operations. 
Divisions reporting to Johnson are: house- 
hold products, service products, chemical 
and international, plus new products and 
public relations. Now in London, he'll 
return to Racine. 

New FC&B exec, veeps: Foote, Cone 
& Belding has created three executive vice 
presidencies. William E. Chambers, Jr., 
general manager of the New York office, 
Richard W. Tully, in charge of western 
operations, and Charles S. Winston, Jr., 
Chicago general manager, (ill the spots. 
All are in their 40s. FC&.B calls move a 
step toward agency's program of shifting 
management responsibility to younger men. 

World War I tapped: CBS News is 

going back to the turn of the century for a 
new tv series slated for 1964-65, titled The 
Great War. To most likely be a half-hour 
skein, it will be presented either within 
the framework of the current 20th Century 
series or given its own berth. This opens 
up another "image-building" prestige opus 
expected to attract advertisers seeking an 
uplift, rather than a sales vehicle. 

Y&R's new blend: Y&R has combined 

merchandising and sales promotion depart- 
ments into a new department called mar- 
keting and promotion services department, 
headed by Hadley Atlass, presently direc- 
tor of the merchandising department. Peter 
Callery will be manager of marketing serv- 

ices operation, Arthur Buidge in charge 
of creative sales promotion. Combination 
is said to be because of increased demands 
lor consumer promotion, introduction of 
new products by clients and need to meet 
ever increasing changes in overall market- 
ing pictures. 

Another radio boom: Radio has new 

legs," and if tv makes for "togetherness," 
radio enables "everywhereness," as is borne 
out by the fact that some .SO million radio 
receivers were produced last year, includ- 
ing over 19 million in the U. S. plus Far 
East transistor imports. This is but some 
of the ammunition the 1,977 NAB radio 
members are beginning to receive in prep- 
aration for National Radio Month to be 


the mobile 

marked during May in all 50 states, the 
District of Columbia, and Puerto Rico. 
Themed on "Radio . . . the Mobile Medi- 
um," a kit is being sent by NAB to the 
stations, containing local material to tie in 
members with the national observance 
from a grass roots aspect. 

Highest Storer earnings: First-quar- 
ter earnings for Storer Broadcasting, ex- 
cluding non-recurring capital gains, to- 
taled a record $1,027,218 (07c per share), 

SPONSOR-WEEK continues on page 14 


SPONSOR 15 aprii 1963 











"Member of Societe des Auteurs, Compositeurs et Editeurs de Musique 
licensed for perf ormance through 




SPONSOR/15 april 1963 



Top of the news 

in tv/radio advertising 


against $1,238,627 (51c) in the same peri- 
od last year. Stockholders have, mean- 
time, approved the purchase for $12,531,- 
150 cash by the company of 439,700 Class 
P> Common shares from chairman George 
B. Storer at $28.50 each. The purchase will 
be financed by a $15-million bank loan, 
with an existing bank loan of $5 million 
to be repaid from the principal. 

Rating hearings end: House rating 

hearings under chairmanship of Rep. Oi en 
Harris came to an end in Washington last 
week with a warning from Harris to broad- 
casters, advertisers and rating services to 
improve or face government action. Near- 
ly six weeks of testimony was climaxed by 
repeat appearance of ARB's James W. 
Seiler who talked about lawsuit brought 
against ARB by Nielsen for infringement 
of meter patent rights. Seiler said settle- 
ment with Nielsen which called for ARB 
to pay Nielsen percentage of gross revenue, 
didn't help ARB. 

Cowles joins Triangle: Because of 
"uncooperative attitude and facts disclosed 
by the recent testimony before the Con- 
gressional subcommittee, we believe that 
you have not fulfilled the conditions of 
your contracts with us and have, in fact, 
breached such contracts." So advised 
Cowles Magazines and Broadcasting as it 
dropped Nielsen last week in the wake of 
the hearings. Cowles' Look and Family 
Circle, have been Nielsen Media Service 
subscribers, while its KRNTTV has 
bought Nielsen Station Index. Action by 
Cowles follows on heels of dropping of 
Nielsen by Triangle Stations. In New York 
late last week, the Nielsen firm angrily 
(ailed the Cowles move "opportunism," 
and said Cowles was using the Washington 
hearings as "an excuse for breaking their 

RAB renews NAB invitation: RAB 

last week again invited NAB to join in 
projects to improve radio research, first 
announced at NAB convention. "We 
would welcome NAB's financial support 
lor pilot studv we plan to conduct," said 
RAB President Edmund Bunker. RAB 
also said it was getting ready to discuss 
new radio research project with ARS on 
22 April. NAB, itself, meanwhile was 
working toward improved research with 
committee under Westinghouse's Donald 
McGannon. NAB group met last week 
and is proceeding toward definite action. 

Negroes held back: Although the net 

works might be willing to have a Negro 
performer star or appear regularly in a 
weekly series, the advertising agencies, rep- 
resenting the sponsors, are neither read\ 
nor willing, according to a report on "Em- 
ployment and Image of Minority Groups 
on Tv" prepared by the State Commission 
lor Human Rights. However, commission 
chairman George H. Fowler adds that the 
five-month, in-depth survey of tv program- 
ing and casting practices has shown an im- 
provement in the employment of Negro 
performers, and "the fear of sponsors that 
southern tv viewers might take reprisals 
against their products when a Negro per- 
former was employed has little basis." 

Computer use growing: Of 72 agen- 
cies responding to a survey by Pennsylvania 
U.'s Wharton School, 29 reported computer 
usage of some type, four said they will 
definitely use computer time this year, and 
one will definitely begin in 1964. All are 
in the over-$10 million annual billings 
category, and the ones which indicated they 
will begin usage are in the $50-99.9 mil- 
lion category. Nine of the respondents 
said they use computers to aid decision- 
making, 22 use them as research aid, and 
15 for accounting and documents. 

SPONSOR-WEEK continues on page 62 


SPONSOR/15 aprii. 1963 

It's called AFTER HOURS, and that's when 
it's on-l:00-l:30 AM. To keep 100,000 
men and women awake at that hour each 
Monday through Thursday a show's got to 
have something special. AFTER HOURS 
has it! The fascination of bright people 
talking about other people, places and 
things. Like Jose Jimenez talking about 
Bill Dana. Or host Ed Mackenzie chatting 

about everyone (from Howard Hughes to 
Helen Hayes) and every thing that will 
keep his audience interested— and wide 
awake. Yes, AFTER HOURS has it! The 
magic that makes an audience respond 
... to the entertainment and to the sales 
messages. ABC Television Spot Sales has 
the whole story. Call them. (But not before 
9 AM, please.) 


An ABC Owned Television Station 

SPONSOR/ 15 april 1963 


CORINTHIAN viewpoints on broadcasting as expressed 
in a series of recent advertisements. 

LICENSE. .."Spectrum users have to be licensed for one 

obvious reason; two people in the same area cannot, 

without interference, use the same frequency at the same 

time . . . Does this also mean program supervision by 

the licensing authority? At CORINTHIAN we believe that 

the public interest is best served by permitting broadcasters 

competitively to respond to the PUBLIC'S choice." 

RATINGS... "Maligned, misunderstood, misused, and 

perhaps occasionally mistaken, ratings are here to stay . . . 

Where the customer does not pay directly for the product, 

ratings afford the only practical way to find out what he 

wants . . . Responsible broadcasters will always want an 

accurate measure of audience response as one more 

factor in developing a varied and free program service." 

SELF-REGULATION... "Like people, organizations need 
self-discipline. Individual standards differ. Cooperatively- 
set standards are 'convenient and necessary' to insure 
acceptable performance and to preserve the integrity of 
the whole. In broadcasting this is achieved by The Radio 

and Television Codes." 

COMMERCIALS... "Advertising is public persuasion — an 

effort to get someone to do something — an extension 

of the face-to-face persuasion that is as old as Eve 

seeking Adam. In a complex society advertising is an 

indispensable substitute for this personal salesmanship. 

It helps create mass demand and in turn mass production, 

mass employment and a high standard of living." 




best profit most . . . At the heart of the profit system is a 

simple idea; most needs are best met by letting the 

people THEMSELVES make their own decisions . . . the 

free choice of those who use and the competitive 

response of those who produce." 





Faith in the discriminatirm 

premise of the First Amendme 
premise applies to both ballon 
tutions of freedom do not endui^i 
endure because they are /reel HE 

od sense of the people is the 
id of democracy itself. The 
%x and television set The insti- 
icause they are perfect They 












Fort Wayne 




Fort Wayne 



Represented Nationally by Edward Petry & Co. 



SPONSOR/ 15 april 1963 


15 APRIL 1963 / owi«m imb 

Interpretation and commentary 
on most significant tv/ radio 
and marketing news of the week 

A broadcaster might do well to have located his 50-kw radio or vhf-tv trans- 
mitter in White Plains, N. Y. He could virtually provide advertisers with a one- 
station saturation campaign. 

The U. S. Department of Commerce says White Plains is the maximum concentration 
point for population in the United States. Government based its analysis on a 50-mile radius 
around each of 686 population points in the United States and found 15,954,817 living 
within White Plains area in 1960. 

Manhattan, where tv towers are located, ranks 30th with "only" 15,566,745 people 
in their 50 mile radius. 

Meetings with subscribers to answer any and all probe-provoked questions are 
being planned by A. C Nielsen. 

Nielsen knows clients have questions to ask following Harris rating quiz and will try to 
provide answers. New York and Chicago are definite on the schedule for meetings though 
other cities are being considered. The meetings, understandably, are closed sessions. 

Buyers often think only of morning traffic time when they want to reach adult 
male radio audiences. 

But research from The Katz Agency shows sizeable adult male radio audiences avail- 
able during certain evening hours with a cpm which compares favorably with morning 
traffic time. Among examples cited by Katz are: 


Quarter Hour 

Cost per 



Adult Man* 


adult men 

KNUZ, Houston 


7-8 pm 




Morning Traffic 

6-9 am 




WSPD, Toledo 


7-8 pm 




Morning Traffic 

6-9 am 




WGBS, Miami 


7-8 pm 




Morning Traffic 

6-9 am 




WSAZ, Huntington 


7-8 pm 




Morning Traffic 

6-9 am 




WFBM, Indianapolis 


7-8 pm 




Morning Traffic 

6-9 am 




* Source: Pulse 

Two major broadcast advertisers — Bristol-Myers and Avon Products — are mov- 
ing toward major doorbell-ringing rivalry. 

Bristol-Myers subsidiary Luzier has been adding to its cosmetic line and strengthening 
its field staff for a number of years. Door to door "consultants" increased by one third last 
year. First national advertising assult is now being launched. "McCall's" is currently being 
used, though some spot tv testing was done in 1962. 

Home selling cosmetic field has long been dominated meanwhile by Avon (77 years) 
with Beauty Counsellors the challenger. Added interest came last year when Korvette entered 
national distribution with its Eve Nelson line. Avon, TvB-Rorabaugh reports show, 
spent $5 million for spot tv alone in 1962. 





"Big Brother Is Watching You!" might well be the slogan for at least two of 
the largest air advertisers in the country; meanwhile, 12 additional agencies have 
signed deals to monitor tv station advertising. 

Y&R was first to order daily commercial audit a month ago and now is joined by 
Benton & Bowles, Compton, Dancer-Fitzgerald-Sample, Grey, Lennen & Newell, Arthur Mey- 
erhoff, Morse International, Ogilvy, Street and Finney, and Tatham-Laird. Negotiations 
for other big name agencies are under way. 

Of especial significance: P&G, General Foods, Brown & Williamson and other major 
accounts are well represented among those signing. 

Of even greater significance: a number of agencies signing are understood to be 
planning to use the off-the-air check as the "affidavit of performance." Station practices, 
including promised rotations, product protections, and time slotting, will draw scrutiny of 
agencies buying the service. 

Did the prolonged newspaper strike make New Yorkers more entertainment- 
conscious? Or, are network and local screenings of post-1948's heightening view- 
er desires to see movie stars? 

In any event, WABC-TV, N. Y. pulled an unusualy high rating when it carried the ABC 
TV Oscarcast last week. In the New York area, an estimated (according to Nielsen) six 
million homes saw some or all of the show. That's 78% of all viewing homes in the area. 

Average rating for the Academy Awards on WABC-TV: 55.6 average with 59.2 

Commercial tv stations, and their advertisers, in Denver won't have to worry 
about whatever inroads pay-tv may make until July. 

The starting date of an FCC-approved start of pay-tv in Denver has been shifted to early 
July from early April. McFadden-Teleglobe, which holds the franchise for the test, expects to 
launch the pay-as-you-watch experiment with some 400 subscribers — more than were rounded 
up for the start of the pay-tv test in Hartford, Conn. 

Ford Motor Co. is proving to have fairly volatile top-echelon lineups, but it isn't 
likely to affect the motor firm's heavy air schedules. 

Last week, Ford named its fourth president within a three-year period: Arjay R. Miller, 
who succeeds John Dykstra, who's retiring. 

Miller is considered an aggressive merchandiser of autos, a firm believer in mass-media 
advertising. At 47, Miller is one of the youngest corporate executives of a major auto-mak- 
ing company. 

Viewers watch specific stars and movies on the two NBC TV feature-film shows, 
and do not merely watch the series out of habit, research figures strongly suggest. 

A quartet of commercial minutes in both shows, NBC figures, would reach "an undupli- 
cated total of 61% of all U.S. tv homes in a month." 

20 SPONSOR/15 april 1963 




Since this is nearly three times the size of the rating of the movie shows at any average 
minute, it's fairly obvious that viewers check listings closely, watch particular movie favorites. 

NBC, incidentally, claims an average cpm of $2.94 for the movie shows (based on an 
average cost-per-minute of $31,500). 

Loss of some nice tv billings (U.S. Steel and GE drama series cancellation; 
reductions by Armstrong and Du Pont) at BBDO is resulting in staff cutbacks. 

Word around the agency is that nearly 100 BBDO-ers are getting the ax, and the end is 
not in sight. 

Among those exiting is Everett Hart, tv-radio producer, and art director George Olden. 

Add to your list of Madison Avenue-isms "Excitement Engineer," for which 
read marketing consultant. 

Stanley Arnold, an independent New York consultant on marketing, has coined the self- 
term in connection with an article he wrote in the current issue of Boston University's "Busi- 
ness Review." 

Arnold took a swing at "image" campaigns in tv and radio, stating: "Consumer ads de- 
signed primarily to produce 'images' are usually wasteful in today's market. What is the 
sense of spending two years' budget to project an image when in that time you might not be 
in business." 

A more effective approach, which threatens to produce an "imminent marketing revolu- 
tion," according to Arnold, is creation of "consumer excitement." 

Arnold's conclusion : "Sales promotion can frequently do today what advertising does 
tomorrow. We are not knocking advertising, but advertising alone no longer does the job." 

If any red-headed moppets wearing bright green beanies and yellow sweatshirts 
get lost at the 1964-65 World's Fail* — have no worries. 

RCA will have a special Color TV Center at the Fair, featuring working color receivers and 
see-yourself-in-color setups, as well as extensive promotions for NBC TV color shows. 

One feature of the RCA center: a closed-circuit tv network to 200 receiving points 
throughout the Fair, which can be used to televise lost kids to anxious parents. 

With rumors of FCC chairman Newton Minow's departure from the Commis- 
sion gaining ground, networks are axing several Minow-prodded program series 
designed for children's audiences. 

There are really two reasons for this: (1) few of the young-viewer shows produced along 
prestige lines have developed audiences of a size which will attract the practical eye of ad- 
vertisers, and (2) with prime time largely sold out, networks must move advertisers into day- 
time and afternoon periods to handle additional business. 

SPONSOR/15 april 1963 21 




Among the shows being bounced are "Shari Lewis Show" on NBC TV, "Discovery" as a 
daily show on ABC TV (it'll be seen once weekly in fall, with "Wagon Train" reruns in the 
daily slots) and "Reading Room" on CBS TV. 

Stations are finally becoming resistive to the ever-increasing prices being asked 
in syndication for choice post-1948 feature films. 

A KTTV, Los Angeles source admitted to us that the station had been approached as a po- 
tential buyer in the L.A. market for the Paramount post-1948 backlog (Paramount's older 
films are distributed by MCA) . 

The price was so high per picture, KTTV said, that "we had to turn the deal down." 

The station, meanwhile, is getting plenty of national spot business. Since deciding to set 
up its own rep offices in New York and elsewhere to provide agency buyers with "close per- 
sonal service," KTTV has gained "anywhere from 50% to 100% more spot business." 

Latest barometric indication that New York is making gains as a production 
center : an upbeat in permits processed by the city for "tv, motion picture and gen- 
eral photography." 

The N. Y. Department of Commerce & Industrial Development noted that 178 such permits 
had been handled during March. The figures, said Commissioner Louis Broido, indicate "a 
steady increase in video tape and film production in the city." 

Among New York tv projects: "Naked City," "The Defenders" and a Kraft show by MCA 
starring John Forsythe. 

The computer trend is making for some interesting corporate marriages in the 
research field. 

Latest one: Simulmatics Corporation, a leading computer simulation company, and Crea- 
tive Marketing Analysts, Inc., have merged. 

The first of these firms specializes in "simulating probable results of future actions" via 
computers, such as the firm's "Media Mix" studies. CMA specializes in consumer question- 
naires and retail audits on product sales. 

This summer, Salada is taking its first plunge into network tv with an inter- 
esting new warm-weather product. 

It's Salada Ice Tea Mix. Unlike other instant ice teas it contains lemon and sugar; all a 
user needs is water. 

Salada will debut the product nationally on 27 May for a 13-week initial campaign on two 
personality shows: Johnny Carson's late-night-show on NBC and via Arthur Godfrey on CBS. 
Test-marketing was done last summer in Tampa. 

22 SPONSOR/15 april 196S 


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Basic facts and figures 
on television and radio 

How much does state-of-mind affect sales? 

A new qualitative research service was unwrapped this month, in 
the offices of Marketing Evaluations, Manhasset, N. Y. Executive 
director Jack Landis (former director, developmental research, JWT) 
disclosed the six-months-old firm's first service, "Product Q," a sys- 
tem of continuous measurement of consumer reaction to products 
and advertising. 

ME's Product Q is based on the thesis that slate of mind is linked 
to sales. Most professional researchers consider the state-of-mind sales 
link an established fact. What Product Q will do is measure it. 

The Q (for Qualitative) is determined by dividing the percent 
of interviewees who have an opinion about a product into the per- 
cent who rate it "one of the best." 

Suppose two brands have the following standings: 

Brand A brand B 
Have any opinion 84% 43% 

Rated "one of the best" 23 15 

Currently Brand A is known by more people and has more people 
believing it "one of the best." The Q rating is found by dividing 
the "best" rating by the "any opinion" score: 

Brand A Brand B 
Q rating 27 35 

On this basis, says ME, Brand B is potentially stronger. Among 
consumers who know about it, more rate it at the top of the attitude 
scale. If it can raise its level of awareness, it will be a formidable 
competitor in the future. 

Product Q began the month with one charter subscriber, Scott 
Paper, and last week picked up General Mills. Cost to advertisers is 
based on yearly ad budget per product, but minimum fee is .$15- 
20,000 per product a year. Charter subscribers pay the minimum 
rate regardless of ad budgets which normally would qualify for 
higher rate. 

Co-founder of Marketing Evaluations, with Landis, is Henry 
Brenner, president, Home Testing Institute-TvQ. 

.Crest vs Colgate: 2 Years After ADA Announcement 



SPONSOR/ 15 april 1963 

State-of-mind's link to sales is demonstrated 

ME illustrates here the two-year pattern of Crest toothpaste's surpassing 
of leader Colgate after ADA public announcement of its favor for Crest 


~ « 







■' J. 









Go to New Orleans for Boston Beans? 

Of course not! They've got a special 
taste for beans in Boston. Successful 
advertising takes local flavor into ac- 
count. Spot TV avoids the uniformity of 
"national" advertising. It gives you 
market-by-market emphasis. 

Ninety-two of the top one hundred 
advertisers use Spot TV. It's used to 
bolster a softening sales picture; to meet 

the challenge of new competition; to 
apply seasonal control or timing; to test 
a program, a product, a merchandising 
idea. Market-by-market is the efficient 
way to buy TV today. 

TvAR, representing a select list of 
major market TV stations, can show you 
how to get more out of your advertis- 
ing dollars by buying on a spot-your 

market basis. TvAR's "Television Spot 
Test" enables an advertiser to docu- 
ment the effectiveness of Spot TV. 
TvAR's "Brand Comparisons," give 
the exact status of over 500 brands in 
our eight represented markets. 

Spot TV is the flexible advertising 
medium. TvAR is the personalized serv- 
ice. Why not take advantage of both? 




REPRESENTING „„ ,.,„„„, 


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as big as 

» K? 

Especially when the top 100 list has been thrown away. 

Admen now use better measurements which shatter 
flat market profile, open new creative opportunities 


Television has dropped an electron- 
ic bombshell on the nice, stand- 
ard market rankings of yesteryear. 
Many markets which were previous- 
ly excluded from consideration by 
national advertisers are now includ- 
ed in media planning, all because of 
changes in marketing caused by tv. 
But, if you want to start an argu- 
ment on Madison or Michigan Ave- 

SP0NS0R/15 april 1963 

nues, or want to see tv admen from 
top client brass down to junior as- 
sistant agency estimators turn a deli- 
cate shade of purple, just talk about 
top 100 tv market rankings. 

Seldom has there been a topic on 
which there is so much apparent con- 
fusion, both emotional and mathe- 
matical, as there is in the realm of 
market-size research. In the eyes of 


main station reps and broadcasters, 
the ranking ol iv markets by agen- 
cies i)l ten seems ii rational, or at 
best, unfathomable. 

Market ranking is a bigbly im- 
portant aspect of spot tv, and one 
of the haziest areas in the complex 
methodology of limebuying. With- 
in agency walls, there are usually 
three basic methods of ranking tele- 
\ ision markets: 

• b\ si/e ol metro area 

• by tv market coverage 

• by "average quarter-hour" or 

Of these, the first has a historical 
edge. When media discussions con- 
cern newspapers — the bulk of 
whose circulation is in metropoli- 
tan areas — the concept has consid- 
erable validity. Tv's ability to leap 
artificial and natural boundaries 

has kicked a real hole in this meth- 
od. The beyond-metro-area reach 
of tv has often resulted in the com- 
bining of several metro areas into 
one television market such as New 
York-Newark- Jersey City; Hartford- 
New Haven, etc. 

Even where the outside area cov- 
ered by tv stations does not en- 
compass another established metro 
area, tv has had an important ef- 

Top 25 markets — but whose top 25 do you mean? 

Here are the tuition's top 25 tv markets, measured by commonly-used yardsticks of tv circulation, 
retail salt's, tv sets-in-use, and spot tv advertising iveight. Each of these measurements is an ac- 
curate reflection of part of the market; no one of them is a definitive measure of the market itself. 
Advertisers and agencies use these, and many other rankings, in solving different parts of the individ- 
ual problem of each campaign; no single ranking is an all-purpose tool. 

Tv homes 

credited to 

Metro area 



dominant station, 

retail sales 



25% cutoff 

per household 


FCC '61 

New York 





Los Angeles 

























San Francisco-Oakland 




















St. Louis 










Dallas-Ft. Worth 


20-60 1 








Minneapolis-St. Paul 





Hartford-New Haven-New Britain 














15 6 











Kansas City 





Charlotte, N. C. 








28 3 












1. Separate figures for two cities. 2. Scattle-Tacoma is 17th in ARB ranking, .'i. 
Canadian viewing, which would raise the market into approximately Huh position. 
FCC. (2-station market). 6. Houston, 18th. 

Houston Is 23rd in AltB ranking. 4. 
Columbus is 25th in ARB ranking. 

19th. excluding 
5. Unranked by 


SPONSOR/15 april 1963 


Fort Myers 
Klamath Falls 

Big Spring 
Grand Forks 
Fort Dodge 
Decatur, Ala. 
Clovis, N, Mex. 
Florence, Ala. 
serdeen, S. D. 














































































































































Hungry computers demand more market facts 

Superhuman capacity of computers means graphic studies, such as men-women-chil- 

that, given facts, machines can reinterpret 
market status in a score of ways. Meeting 
the demands of machines (shown, Y&R's 
with president Gribbin) are new demo- 

dren breakdown of all tv markets, released 
this month by RKO General. Research di- 
rector Frank Boehm says figures can be 
programed to pinpoint product buyers. 

feet. In many cases there are 
enough suburban communities out- 
side the metro that the aggregate 
population is actually as large or 
larger than in the metro. 

The second major method is 
that of rankings based on tv mar- 
ket coverage, drawn mostly from 
Nielsen or ARB coverage studies. 
These usually involve taking the 
largest station in the market and 
operating with a cutoff level de- 
rived from the circulation of the 
market. (Cutoff . . . giving all 
homes in a county to the dominant 
station which reaches 25%, or 
|0%, of all homes weekly, or what- 
ever cutoff figure is selected.) Al- 
most all of the rankings based on 
this method include overlap from 
one market lo another, and dupli- 

The third method is ranking 
based on "average quarter hour" 
or "sets in use." This method takes 

the average homes reached by each 
station in a given broad time peri- 
od; the figures for all local stations 
in the market are added; this gives 
the market total for ranking. This 

Doing it the hard way 
Big agencies don't use published data, 
says Ken Mills, associate research direc- 
tor at Katz. "Each agency's media re- 
search dept. develops its own for- 
mulae, then draws up actual lists." 

method has achieved considerable 
measure of acceptance among ma- 
jor agencies. 

What are the limitations of these 
methods? According to rep research 
specialist Cris Rashbaum, of HRP, 
the geographic method is limited 
by the cutoff level itself. "To say 
that a station is effective in a whole 
county where it may reach only 
25% of the homes in that county 
in a week is pretty darned liberal," 
says Rashbaum. "The geographic 
method of ranking cannot deal ef- 
fectively with the problem of how 
much viewing a station has. 

"By contrast, the sets-in-use meth- 
od is effective in terms of depth of 
viewing. This method says that 
New York is the number one mar- 
ket in the country not because 
more people view a particular sta- 
tion once a week, but because more 
people are watching more stations 
(Please turn to page 52) 

SPONSOR/15 april 1963 


Tv and radio boom 
a small western 
firm to nation- 
wide distribution 

Golden Grain sponsors 17 network programs 

"Concentration" is one net program used. (1-r): Tom DeDomenico, v.p., 
dir. of sales; Hugh Downs, host; Paul DeDomenico, sales, ad mgr.; Paskey 
DeDomenico, president, discuss promotional plans for Golden Grain 

Golden Grain spends $3.5 million in advertising 

75% goes to network and spot television 
Family owners do research, testing, marketing 

Marketing mavericks in San Fran- 
cisco, namely the DeDomenico 
brothers, have proven that business 
instinct, home research, a dash of 
test-marketing, mixed with heavy 
television advertising is a successful 
recipe for launching a new food 
product on a national scale. 

Only five years ago, Golden 
Grain Macaroni Co., owned by the 
DeDomenico family, was just an- 
other regional producer of macaroni 
products. That year the company's 
ad budget totaled $60,000 and busi- 
ness volume a comfortable $8-9 mil- 
lion. In '63, ad spending will reach 
$3.5 million and sales are expected 
to soar to the $30-million mark. 
Broad product diversification is tak- 
ing place and national distribution 
has been accomplished. 

Much of the company's success is 
attributed to spot and network tele- 
vision advertising which comprises 
approximately 75% of the total ad 

budget placed through agency Mc- 
Cann-Erickson, San Francisco. 

Tv for demonstration. After ex- 
perimenting with all media, the 
Golden Grain executives found that 
tv was the best vehicle for introduc- 
ing new food products. It worked 
in 1958 for the Rice-A-Roni prod- 
ucts. Now the company's witnessing 
added proof with the present na- 
tional introduction of convenience 

Tv dollars primarily go into 
hard-selling commercials on 17 day- 
time network shows; about 25% is 
allocated for regional advertising 
or additional impact in key mar- 

"Television offers us demonstra- 
tion of produc t, not only in use but 
in preparation. This is most im- 
portant when introducing a new 
food recipe idea," says Paul De- 
Domenico, national sales and ad- 
vertising manager for Golden 

Grain. "We must explain what the 
product is, and how it is prepared 
and used, in addition to creating a 
desire on the part of the consumer 
to purchase it. 

"Our convenience dinners are 
unknown to most consumers. We 
are not interested in selling the 
words or names, but in showing 
what the products are." 

When the company is looking for 
repetition of brand names it turns 
to radio. The family feels radio 
builds a brand awareness faster and 
more efficiently than other media. 

Golden Grain uses radio but no 
tv to advertise its regular line of 
more than 500 food items on the 
West Coast, including macaroni 
products, dried vegetables, gelatins, 
and soups. Convenience dinners 
are currently advertised via tv. No 
radio is used because the line is 

Family success story. The story 
of the Golden Grain Macaroni Co. 
is a laniih one — three generations 
long. During I he early years of the 
business, Domenico DeDomenico, 
founder of the company, sold his 
products in bulk to Ilalian-Ameri- 


SPONSOR/15 April 1963 

can families in and around San 
Francisco. His wile supplied the 
recipes that had been handed down 
to her from the old world. 

Now Domenico's three sons man- 
age the business. Paskey, the eldest, 
is president; Vincent, general man- 
ager and secretary-treasurer; Thom- 
as, vice president and director of 
sales; Paskey's son, Paul, is national 
sales and advertising manager. 

With close teamwork, the family 
has built the company into a major 
operation: five factories, 20 ware- 
houses, and 70 food brokerage 
firms produce, distribute, and sell 
Golden Grain products, achieving 
84% national distribution. 

Home research. Most of the 
firm's products, especially the new 
convenience dinner items, are first 
"tested" in the kitchens of the De- 
Domenico wives. 

Rice-A-Roni, the product line 
that sparked Golden Grain's rapid 
growth since 1958, was the result of 
a surprise dinner Tom DeDomen- 
ico's wife cooked for the family. 
The children, unable to pronounce 
the combination dish of rice and 
macaroni (actually a pilaf) , short- 
ened it to ricearoni. The name was 
short and catchy and presented a 
clear image of the product. It 
stuck, and was used when Vincent 
decided to package and market the 

Marketing mavericks. The De- 
Domenico family marketing success 
is based more on instinct than long- 
time planning and research. The 
company jumped right from test 
markets Seattle and San Francisco 
into the fiery competition of New 
York, and then into the throes of 
national warfare. 

It wasn't until '58 that the 
brothers decided to try national 
distribution. They knew that 50% 
of the food items found on today's 
supermarket shelves were there 
only five years. Keeping this in 
mind they discussed what products 
would best compete in the race for 
the precious shelf space at the su- 

They also considered the time 
element, knowing that the products 
first on the market would be most 
likely to capture the lion's share of 

that market. The product was 
Rice-A-Roni and the time to start 
was immediately. The results of the 
campaign proved to be excellent. 

The success of the Rice-A-Roni 
concept — quick convenient foods 
which may serve either as complete 
dinners or as side dishes — was re- 
sponsible for the family decision to 
introduce new products in the 
same category for convenience 
dinners. West Coast market tests 
proved immediately successful and 
the four products were introduced 
nationally last month. Besides 
spending more on advertising than 
ever before, Golden Grain is wil- 
ling to spend $33 million on the 
national introduction of its new 
line through a coupon offer made 
in magazines. The total retail cost 
of the four-item package is only 66 
cents, instead of $1.66. (The com- 
pany offers a refund of $1 on every 
set if the purchaser remits all four 
box tops.) 

Direct competition comes from 
General Mills, Betty Crocker, and 
Lipton, but there is indirect com- 
petition from any convenience food 
line, whether it be dry foods, frozen 
foods, or canned foods. However, 
the DeDomenico brothers are not 
afraid of competition. 

Paskey DeDomenico told spon- 
sor: "We learned early that quality 
of product is of prime importance. 
Then we learned the value of test- 

ing and consistent advertising. We 
also learned that the grocer is a 
most important factor governing 
success or failure in the market- 
place, and we learned to serve his 
interests. We have found that no 
manner of competition can out- 
weigh the values produced by these 
three lessons." 

Diversification. Golden Grain 
started out as a macaroni company, 
but has included rice as the im- 
portant staple in its nine national- 
ly-advertised-and-distributed prod- 
ucts (Rice-A-Roni and convenience 
dinner lines) . 

The Rice-A-Roni products in- 
clude custard pudding, Spanish rice 
mix, with beef flavor, rice with 
chicken flavor, and rice with cheese. 
The convenience dinners include 
Noodle-Roni, Spaghetti Dinner, 
Twist-A-Roni and Chicken, and 
Sea 1 1 op- A- Ron i. 

Golden Grain recently announced 
the purchase of the D. Ghirardelli 
Chocolate Co. of San Francisco "in 
order to diversify the company's 
interests." Ghirardelli, in business 
a century, has been marketing its 
line of chocolate candy, instant 
cocoa, and ground chocolate in 13 

"With good products, good mar- 
keting, and good advertising, we 
feel secure of ever-expanding ac- 
ceptance of Golden Grain prod- 
ucts," says Paskey DeDomenico ^ 

It all started in San Francisco 

"Something new from San Francisco" is the theme of the commercials. Pictures 
from the city, such as view of Golden Gate Bridge above, are featured in spots. 
DeDomenico family has marketed products in S.F. since company began in 1912 

SPONSOR/ 15 april 1963 


Weather forecast for agencies . . . 

Fall network schedules preceded by early spring 

Judy Garland Show / CBS TV 

Danny Kaye Show / CBS TV 

Bob Hope Show / NBC TV 

Jerry Lewis Show ABC TV 


This year, for the first time in tv's 
rambunctious history, advertisers 
coukl examine upcoming prime 
time schedules oi three competitive 
networks six months before the fall 
season's start. 

For the first time in many sea- 
sons, i here's a big-money nighttime 
quiz show, 100 Grand. ABC TV is 
planning to drop this supposedly 
"fool-proof" quiz show into the 
Sunday 10 p.m. slot. In the eyes of 
ABC: TV program builders, 100 


Grand could most assuredly not be 
regarded as iniquitous and there- 
fore subject to any of the heinous 
influences that befell scandalous 
quiz shows in the late '50s. 

CBS TV, first to lock up a new- 
season's schedule so early in the 
year, now has 87% of its prime time 
hours sold. NBC TV has nearly 
82% sold; ABC TV some 65% of 
iis I all programs signatured. 

Main advantages came with the 
locking up of skeds so early. 

For one, agency program chiefj 
tains — with a staggering $501) mil- 
lion to spend — could examine the 
'63-'64 programs without having to 
make hurried judgments. Some 
goodies are being tasted with bliss, 
others with blight, but the feeling 
on Madison Avenue is one of genu- 
ine excitement. 

Network executives are insisting 
thai T).H-'(') 1 will be the most excit- 
ing year in video's history. Pro- 
grams, in the main, are expected to 

SPONSOR/15 aprii. 1963 

Schedules reveal 
fewest changes on CBS, 
most on ABC 


ast Side, West Side / CBS TV 
aul Henning Series CBS TV 

Grirdl NBC TV 

Mr. Novak / NBC TV 

shine, network billings to soar. 

Predicts Michael H. Dann, who 
recently stepped into Hubbell Rob- 
inson's CBS TV job as program ma- 
jor domo: "We are on the verge 
of the most exciting season since 
the early '50s." 

Dann, incidentally, was not only 
speaking of the CBS TV lineup; he 
was also doffing his cap in the di- 
rection of NBC TV and ABC TV 
For complete nighttime 
schedule, turn page 


lor there is excitement in the air 
on three networks this fall. 

Virtually all big advertisers are 
committed lo programing buys for 
the '63-'64 season. There are or- 
ders in from such top drawer na- 
tional advertisers as Procter & Gam- 
ble, Liggett & Myers, Kellogg, Lever 
Bros., Brown 8c Williamson, Philip 
Morris, P. Lorillard, General Mills 
and many others. 

Agency leaders predict that CBS 
TV will get its biggest competition 
on Monday and Friday nights. 
They think it will remain the domi- 
nant network on other nights. 

There are significant shifts in ad- 
vertising expenditures for the com- 
ing season. Richard A. R. Pinkham, 
senior v. p. in charge of media and 
programs at Ted Bates & Co., indi- 
cates that Bates is betting heavily 
on CBS TV for the '63-'64 season. 
The agency switched some $20 mil- 
lion in billing for American Home 
Products from ABC TV to CBS TV. 

On the other hand, there are 
agency chieftains, including George 
Polk, BBDO v.p. in charge of pro- 
gram planning, who describe ABC 
as an innovator with some exciting 
product to unveil. 

The trend, of course, is to more 
participation buying, co-sponsor- 
ship and less full program buying 
on the three networks. CBS has 
been most successful in curbing the 
minute participation buys. 

It is SRO for many of the top 
new shows. Armstrong, American 
Motors, and Ralston/Purina have 
bought into The Danny Kaye Show, 
which is budgeted at $153,000 on 
CBS. The highest priced weekly 
show is the Bob Hope series on 
NBC, listed at $230,000. Chrysler, 
in acquiring this biggest single- 
season tv contract, becomes one of 
the few major clients with full 
sponsorship of a weekly 60-minute 
i\ piesentation. 

It is not too bright a picture for 
the Hollywood tv film makers on 
the Coast, insofar as the new season 
is concerned. The networks are 
making fewer purchases from the 
big vidpix makers. All told, the 
three networks will have purchased 
some 24 series from the film mak- 
ers. This current season they bought 
a total of 37 series. 

(It breaks down thusly: ABC will 
have bought ten for the new sea- 
son as compared to 16 this year; 
NBC has pacted 11 compared with 
13 this semester; CBS bought three 
for '63-'64 compared to eight for 
the current season.) 

The plus marks for next season 
go to MGM-TV, which will jump 
from one to six network series for 
next season. Networks and adver- 
tisers alike would like to see big 
film makers come up with more 
hits like MGM's Dr. Kildare series, 
or top-notch product as Beverly 
Hillbillies and The Defenders from 
smaller telefilm makers. 

CBS TV will come to bat in '63- 
'64 with some 26 of its '62-'63 pow- 
erhouse programs. On the other 
hand, ABC and NBC, together, 
will continue about 27 programs. 
CBS plans to introduce seven new 
shows; NBC, nine, and ABC, 19. 

CBS is programing fewer half- 
hour features and two more one- 
hour shows than currently: NBC 
is presenting one less half-hour 
show and one more hour show; 
ABC is offering three programs in 
the 90-minute or two-hour format 
in '63-'64. 

The score card now reads like 

CBS, 16 hours and 16 half-hours; 
NBC, 16 hours, six half-hours and 
three 90-minute-or-long;er shows; 
ABC, 12 hours, 15 half-hours and 
three 90-minutes or more. 

Vital Statistics. Other vital sta- 
( linn to page 49) 



OLD and NEW shows for 1963-64 season 


































0ZZIE & 


















iris to I - M ve rs 

Amer. Gs 
Arrer. Dairy 





Best Foods 










A. C. Spark 

$56,000 SC 

















Liqqett & 




Menley & 
























Gen. Foods 








$85,000 0A 




$82,000 AP 









Best Foods 



$110,000 DS 

$4o,750 SC 






$92,000 DS 


$124,000 DS 


$119,000 MU 


(85.000 DS 





P. Morris 





























Gen. Foods 




Block Druq 





Menlev & 




Gen. Foods 

I P. Lorillard 


$42,000 SC 



$140,000 V 

$38,000 AP 


$51,000 DS 






$57,000 SC 







Liqqett & 
































$34 $39,000 







Gen. Mills 

Menley & 

Gen. Foods 











Menley & 


















P. Morris 


$115,000 DS 




Brown & 


(Two 45 





Brown & 




















R. J. 










State Farm 




Gen. Foods 

Gen. Foods 






$130,000 OS 

$153,000 V 




$35,000 DOC 

$107,825 DS 


$130,000 DA 



$90,000 DA 

$95,000 V $112,000 


$48,000 SC 


$6t,000 SC 













Menley & 





$100 BRAND 
































L ^e* 








$45,000 AP 




P. Morris 


Brown & 


(Alt. with) 



Brown & 

(Alt with) 

Brown & 


Gen. Ciqar 

P. Morris 


Menley & 

(To 11:30 

Johnson & 

Brown & 

Menley & 





Scott Paper 





















1. B.Williams 











$36,000 per 


$30,000 DOC 



$110,000 DS 

$122,000 DS 


$94,500 DS 



(91,000 DS 

$153,000 V 


$130,000 VI $121,000 

$115,000 MU 




■$190,000 C 



«p • ofpr to average cost for program only These are net prices (agency commission not included). New programs are indicated in green. Program types are indicated as follows: (AP) Audience Participation; (DA) Drama- 
tic' 'Anthology (Different stories, casts each week); (DS) Dramatic Series (With week-to-week leading characters); (DOC) Documentary; (SC) Situation Comedy; (V) Variety. Key trend: more star showcases at night. 

If you aim high... 


capture big names . 

dig deep. 

develop new ones . 

add the best station line-up . . . 

make advertisers happy. 

take some gambles. 

^^^ „^^ 

(Cor a blockbuster schedule. . . 

win the nation's applause. 

watch developments . . . 

-with balance). . . 

then you're the 



Airlines, theatres, retailers 
used radio/tv advertising 

during newspaper blackouts 

8Jjc Jfeto itork Simw 


Ketalb *^fe STftfraue 

Long Island Star- Journal 

New York Mirror 



Strikes are over, but 

many print advertisers 

linger on the air 


any an advertiser formerly con- 
sidered a hard-bound print 
media enthusiast is currently salut- 
ing the return of Cleveland and 
New York newspapers with one 
hand — while patting broadcasters 
on the back for a job well done 
with the other. 

The 19-week strike in Cleveland 
and the 16-week walkout in New 
York gave radio/tv stations in both 
cities a once-in-a-lifetime chance to 
prove their media effectiveness to 
a whole range of new clients. 

That many air-media newcomers 
were convinced is demonstrated, in 
tangible form, by continued in- 
vestment of substantial radio/tv 
sums — budgets previously slated for 

Airlines and amusement adver- 
tisers represent the largest categor- 
ies of broadcast converts. North- 
east Airlines, for example, jetted 
into New York tv for the first time 
during the strike, found that ticket 
sales for flights between that city 
and Miami were up 43% over pre- 
vious winter seasons. Movie exhibi- 
tors and theatrical producers dis- 
covered that newsprint was not the 
only way to attract leisure-time con- 
sumer spending. Retail stores ex- 
perimented with radio/tv; some 
liked it, and some didn't, but many 
are planning post-strike sponsor- 
ships in the air media. 

Revenue did increase. WNBC- 
TV, among New York tv stations, 
admits to having gained the most 

SPONSOR/ 15 april 1963 



Weekly department store sales in N. Y., Cleveland, and U. S. during strikes 

Percentage changes below are based on retail dollar amount of sales during corresponding periods a year ago, 
according to statistics issued by the Federal Reserve System. Dates given represent last day of weekly tabulation. 


N. Y.-N.E. New Jersey 


New York 



Downtown Cleveland 


15 22 



12 19 26 





- 1 

3 — 2 





— 4 

5 — 1 




— 1 

3 — 3 

— 1 



— 5 


-5 — 9 

- 6 





1 -15 









- 5 

- 3 

- 6 -21 







2 9 16 


1 — 1 



— 1 — 2 



— 9 3 



— 6 —10 

- 7 

6 2 

- 8 

- 2 

3 — 3 


- 9 

— 2 —10 



1 5 




9 16 



- 5 





— 5 




— 9 





— 8 - 

- 5 

2 - 

- 7 

- 7 






- 2 - 

- 6 


-18 - 

- 9 

-11 - 


- 2 






- 6 

- 1 



Average for period 1 January lo 30 March only, weighted by FKS for dollar volutin 

ad revenue dining the newspaper 
blackout - - well over $300,000 in 
extra billings by various estimates. 
Much of this dollar bonanza came 
WNBC-TVs way by "increasing 
the number of announcements" 
while stretching 10s and 20s into 
higher-priced minutes. The other 
New York tv stations, two more 
flagships (WCBS-TV, WABC-TV) 
anil three independents (VVNEW- 
TV, WOR-TV, WPIX) averaged 
more than SI 00,000 in extra reve- 

Radio stations, lor once, matched 
many of the tv stations in New 
York on extra, strike-produced in- 
come. For one thing, music-and- 
news stations could adjust their 
hour-after-hour disk jockey sched- 
ules io absorb announcements more 
readily than could tv stations, par- 
ticularly those (allying locked-up 
network commercial programing. 
For another, radio commercial copy 
could be (and wa-,) prepared more 
(|iii<kl\ than live, tape or (dm com- 
mercials — with their added visual 
dimension — in tv. 

New York radio also benefited 
from the in-again, out-again mi- 
( ci taint) whi< h sui rounded the end 
of the strike. When the stiikc 
dragged on, several advertisers who 
had canceled emergency air cam- 
paigns rushed back into spot radio 
bins: on some stations no availa- 

bilities could be found. 

On a percentage-increase basis, 
some New York radio stations 
found the strike a real bonanza, 
scoring gains of up to 75%. Com- 
mented a radio sales manager: "Re- 
tail accounts especially realized that 
radio is effective, and could work 
well with print advertising in the 
future." Added the sales chief of 
another New York radio outlet: 
"Advertisers like Rambler and Cas- 
tro Convertibles which had been 
using some, but not much radio are 
now beginning to wonder how 
much more radio had been doing 
lor them all along than they had 
believed possible." 

Expensive newscasts. News cov- 
erage on radio/tv stations in Cleve- 
land and New York was greatly ex- 
panded during the strikes, and the 

< ost often came high. Sometimes, 
the cost of newscasting did a lot to 
cancel new revenue gains, particu- 
larly in New York. 

WABC-TV calculates that it 
spent an extra 820,000 weekly for 
added news coverage, which itsell 
only brought in about $7,000 a 
week more money. At WCBS-TV, 
extra news <osts amounted to $50,- 
000 a week, not all of it recovered 
in revenue. Ironically, WOR-TV 
lost $24,000 in New York Times ad 
spending, in addition to extra news 

< osts. dining the strike. 

Radio stations in Cleveland and 
New York reportedly outspent 
some tv stations on news, although 
many stations in both media are 
now continuing with extended cov- 
erage. A Cleveland study made dur- 
ing the strike indicates that at least 
seven radio and one tv station 
planned to continue expanded (ov- 

Contradictory studies. Some 
studies indicate department store 
sales during the newspaper strike 
were up, others down, depend- 
ing on whose figures one cares to 
look at. New York City treasurer 
Hilda G. Schwartz claims that the 
city's revenue from sales tax was 
higher during the first three months 
of the strike than it was a year 
earlier. Sales tax collections, a 
principal business barometer, were 
S77,210,98(i for December. January, 
and February, compared with $761 
884,201 the year before. 

An RAB "Tale of Two Cities'* 
study pointed out that 8]",', of 
female New Yorkers and 79% of 
Cleveland women reported spend- 
ing as much or more dining the 
st tike period measured than dining 
the same period last year. RAB 
stated. "Based on these figures, the 
strike impact is minor." 

On the other side of the-sttike- 
didn't-luu t-sales argument are the 
Publishers, Commerce X: Industry, 


SPONSOR/15 aprii. 1961 

ind Retail Merchant's Assns. The 
::i.\ totals New York retail sales 
losses at $25 million, plus another 
s^O million lor restaurants and 

Federal Reserve figures perhaps 
test indicate the effects of the strike, 
ilthough weather, general health of 
the economy, and special sale peri- 
pels must be taken into considera- 
tion. According to FRS figures, de- 
partment store sales in Cleveland 
over the period 1 January to 30 
March (the largest period of the 
strike covered) were down 4°,' over 
1962 and clown 6% in New York, 
compared with a 4% growth in 
sales throughout the United States. 

Reasons for sales droo. II the 
following points are considered the 
difference is partially explained: 

• There was a feeling among ad- 
vertisers that the strike would be 
over any clay: therefore, tv and 
radio commercials were not pre- 
pared early during the strike, if 
at all. 

• Advertisers who did prepare 
spots placed them for short periods 
land pulled them off intermittently 
thinking the strike would end. 

• Few, if any, advertisers put 
all their print money into broad- 
casting, making any comparisons 
of media effectiveness inaccurate. 

• The rush to radio and tv was 
so great that time was a scarcity and 
advertisers had to take what they 
could get. throwing media strategy 
to the winds. 

• Manv print-oriented advertis- 
ers did not know how to prepare an 
effective broadcast campaign. 

• Lack of rime prevented adver- 
tisers from designing marketing to 
comnlement advertising. For ex- 
ample, a tv station which covers a 
50- or 60-mile radius might provide 
some waste coverage. 

Meanwhile, what's happening to 
the advertisers who increased ra- 
dio t\ budgets or tried air media 
for the first time? 

New York s f nrpp Manv de- 
partment stores in Cleveland and 
New York generally noted for their 
heavy print newspaper advertising 
turned to radio and tv during the 
strike. Some are planning to stick 
with it. Stern Bros., Bond, Kor- 
vette, Alexanders, and John David 

were among the larger New York 
stories contributing to radio tv's 
"strike money." 

Many more turned to radio ex- 
clusively: either adding to their ra- 
dio budgets or trying the medium 
for the first time. Some of them in 
New York were Gimbels, Macy's, 
Abraham &: Straus, Lord 8c Taylor, 
Wallachs, S. Klein, B. Altman, 
Saks — 34th and Bloomingdale's. 

Bond had been out of radio and 
tv in New York for some five or 
six years, but re-entered during 
the strike. Enough favorable re- 
sults were recognized to "strongly 
consider sticking with it." 

The radio-advertised opening of 
Macy's Home Improvement Center 
took place during the strike. A 
Macy's spokesman reported it was 
"a huge success: the store was con- 
stantly full." Macy's plans to con- 
tinue on radio for another 50 

Gimbels has been using a bit of 
radio all along to advertise specific 
items, but during the strike it de- 
cided to heavy-up by using regular 
30-second spots throughout the day 
on six stations. Radio sales man- 
agers feel Gimbels understands ra- 
dio and uses it effectively. The fu- 
ture is expected to bring an in- 
crease in the store's radio buying. 

B. Altman also used New York 

radio regularly during the strike; 
it normally uses radio for specific 
occasions only. 

Alexanders was happy enough 
with strike-time radio/tv advertis- 
ing to consider heavier schedules 
in both media. 

Korvette used a limited amount 
of radio advertising in '62, mainly 
to advertise store openings and spe- 
cial events. During the strike, item 
advertising was scheduled and was 
ineffective compared with newspa- 
pers, according to merchandising 
manager Jack Schwadron. 

Completely new to radio during 
the strike, Lord & Taylor found it 
very effective. The store used the 
medium for institutional advertis- 
ing and plans to continue by spon- 
soring at least one daily program. 

Stern Bros, used both radio and 
tv: radio for advertising specific 
items at different times, and tv for 
a store sale. In the opinion of 
Stern's executives, radio did a fine 
job, but not as good a job as print. 
Stern's used tv for the first time 
during the strike and reported it 
did not substantially increase sales. 
Net outcome: "We're going back 
to pre-strike media use." 

Lane's Department Store launched 
Washington's Birthday sale spot 
campaign on WNBC-TV which 
(Please turn to page 55) 

Tv and radio spent extra on news 

Stations' expanded news coverage Lobbied up additional sponsor money. W ABC- 
TV reports extra cost was S20.000 a week; WCBS-TV, §50,000 a week. Appearing 
on WABC-TV Big News Special (above) are three Herald Tribune staffers 

SPONSOR 15 aprii. 1963 


News pace increases 

WINS, N. Y. now has permanent 16-man 
news staff, had under-fire test (below) 
during newspaper walkout. (Left): Mark 
Olds, gen'l mgr., greets members of News- 
paper Comics Council during the strike 

'Evolution' is key to 

Changing the format of a major-market radio sta- 
tion is never an easy trick. 11 new management 
moves too rapidly, the station (and its advertisers) 
may lose audience before new programing has had a 
chance to catch on with listeners. 

At the same time, many station groups have care- 
fully built an over-all "style" for radio stations and, 
naturally, are concerned with making the group new- 
comer conform. And therein lies the problem which 
con Iron ted Westinghouse when it took over WINS. 

Specials, promotions add balance 

"Program PM" and "Two Worlds of Jazz" 
feature offbeat interviews, new slant on re- 
ligion (above). During newspaper strike, 
models handed out "news digests" from 
Harlem to Fifth Ave.; Steve Allen read com- 
ics; mgr. Mark Olds made midtown speech 


SPONSOR/15 april 1963 

Records are basic fare 

Top disk jockeys at WINS appeal to young 
adults as well as rock-and-rollers. Murray 
"The K" Kaufman visits bowling center 
(I); Pete Myers holds afternoon slot (be- 
low); Dick Clayton, morning man, totes 
Nescafe; Stan Z. Burns chats with guest 

change, says WINS 


New York last fall from Gotham Broadcasting. 
As Mark Olds, WINS manager, puts it: 
"We felt that program changes should be an evolu- 
tionary process, not an overnight face-lift. We re- 
viewed carefully what we had going lor us, and have 
tried to keep the best of it. 

"In some cases, we deliberately set out to lose teen- 
age audience at certain hours as part of the change, 
jit's our feeling the ideal balance should be 75% adult, 
20% teens and 5% kids in our regular audience." 

That WINS has successfully brought off the for- 
mat change— with personality record shows, expanded 
news coverage, offbeat "talk" and interview programs, 
and new public-affairs series (including a month-long 
"Shakespeare Festival" of BBC-produced adaptations) 
can be judged by strong New York-area ratings and a 
90% sellout of availabilities between Monday and 
Friday, plus record first-quarter sales. 

"I'd rather bat seven out of ten than simply be 
right one out of one times," says Olds. ^ 



I .2 

UJ o 

.5 "S * 

.- CN E 

<*) C-< 

Q. o 

I o 


Media people: 
what they are doing 
and saying 

Rumored along .Madison Avenue: We haven't been able to do a 
thing with the sponsor Open Ear since that report 1 April that Marty 
Ozer, then with D-F-S (New York), was about to switch to D'Arc) (New 
York) lias been confirmed. Mart) has been assigned to the Colgate 
group, and is buying Eor Wildroot. Now we have the Open Ear lis- 
tening hard to pinpoint the whereabouts ol several New York buyers: 
Olga Kandel (ex-Swan & Mason). Ann Janowitz (ex-OBM) , Marie 
Coleman (ex-Donahue 8c Coe), Ed Nugent (ex-BBDO). 

What GOES on Madison Avenue, or peering through the grey flan- 
nel log: We thought we saw a veritable parade of assorted buyers, as- 
sistant buyers, estimators, copywriters, secretaries, and clericals march- 
ing out ol BBDO with coffee mugs, ash trays, pencil holders, and bund 
new resumes in hand the other day. Did our ha/el orbs deceive its? 

Moving becomes Electra: Electra Ladas, now with Fletcher Richards, 
Calkins 8c Holden (San Francisco) as assistant Inner, journeyed from 
Lester L. Jacobs. Inc. (Chicago), where she was media director. 

News from McCann-Erickson: New buyer on the Nestle account 
(New York) as ol S April is Tony Maisano. Tony was previously as- 
sistant buyer on the Lincoln-Mercury account at Kenyon & Eckhardl 
(New York) . 

Report from Richmond: New media department manager at Lillet 
Neal Battle & Lindsey is T. Jack Csaky, who switched from Advertis- 
ing Associates, where he was media director and account exec. 

Just what is CARTA? We met brief!) with John Henderson, the or- 
ganization's president the other morning, and found, first ol all, that 
it is the Catholic Apostolate of Radio. Television and Advertising, and 

(Please turn to page Hi) 

A signing of spring in L.A. 

Cole. Fischer 8c Rogow media director Dorothy Stall and agency \.]>. Joe Den- 
ker sign contract for Hotpoint schedule on K.OGO, San Diego. Standing 1>\ 
are Wilson Edwards (1). station manager, and Win Uebel, Katz Agency. L.A. 


SPONSOR 15 April 1963 

"Charlotte's WSOC-TV. . . 

big reason for instant success of Diet Rite 
Cola"— Jim Calder, Royal Crown 

With a prodigious appetite for good things to drink, eat, wear and 
enjoy, metro Charlotte racks up the highest retail sales per family 
in the Southeast. Slim budget or stout, you can expect and get 
nuskier response and cooperation from Charlotte's WSOC-TV. Let us 
Dr your H-R man show you how this great area station of the nation 
I is your right diet for right now in the Carolinas. 


CHARLOTTE 9-NBC and ABC. Represented by H-R 

WSOC and WSOC-TV are associated with WSB and WSB-tv. Atlanta, WHIO and WHIO-TV, Dayton 

SPONSOR/ 15 aprii. 1963 45 



the 52 nd market 


buy the 



'm ,: 

? PLAINS v v|§ 




Continued from page 44 

that its membership is made up <>l Catholic Laymen and women active 
in the communications field. John explained that its purpose is to 
help the members improve themselves as individuals and as craftsmen, 
and in this way to improve the industry as a whole. We discovered 
that mam ol the members are timebuyers, so we will keep oui eye 
on CARTA doings and keep you informed. By the way, those eligi- 
ble to join are usually invited by a member to do so, hut if you are 
eligible and would like to join but don't know a member, feel free to 
call Josephine [annello at CBS TV and she will advise you. 

Why didn't we gel a cigar? DCS&S buyer Stu Eckert and wife Trini 
tell us that little red-headed daughter ol theirs, Lisa Jane, born 27 
February at 3 pounds 15 ounces, is now doing fine and topping the 
scales at a hefty G pounds. 

New buyer at Chirurg & Cairns (New York) is Ellen kourtides, who 
was with J. Walter Thompson (New York). 

On the ad scene: The 40th 
floor of the Time & Life 
Building, the home of Del 
Wood, is where we met an 
undisputedly colorful figure 
in the ad business, Jason of 
Del Wood. (We never did 
ask him what happened to 
his last name.) In answering 
our tjuery about his back- 
ground, Jason told us he 
comes from Great Britain, 
London to be exact, where 
he was educated in the bet- 
ter public (comparable to 
our private) schools. He ar- 
rived in New York when the 
pound went to $2.80 (about 
1952) , with no idea at all of 
entering the ad world. A 
friend steered him to Mo- 
tion Pictures for Television, 
an outfit which was then 

syndicating Charlie Chan and John Wayne films, and he later went 
from there to Del Wood. In his present position with the barter 
agency, Jason is responsible for the Spoolie Hair Curler account, and 
contributes his services to such accounts as Real Kill (insecticide) , and 
Manischewitz. In explaining barter, Jason told us that his agency 
deals only with advertisers with such low budgets that it would be 
impossible for them to buy on a national scale. Therefore, the agency 
barters jingle I.D.s prepared by its production company for air time, 
which is then used by these advertisers. He feels that his agency makes 
it possible for these advertisers to use the broadcast media. Jason tell 
us that many limes after these companies have been launched in ad- 
vertising and sales pick up, they deal directly with a normal ad agency 
or the stations. He feels small companies can allocate monies for 
advertising in a much shorter time by starting through barter. # 

ife* d 
Jason: no crashing bore 


SPONSOR/ 15 april 1963 


PEOPLE-FUSED . . . personality SWANCO stations, "live 
wires" in their market areas . . . radio that clicks with 
the whole family, and turns on the sales current for 
advertisers. Person-to-person radio that makes a "con- 
nection" between people and products — people who 
listen, like it . . . people who buy it, love it! 









THE JOHN BLAIR / STAT,ON tulsa desmo1nes . 

KQEO KLEO /fW\ robert e. 

Albuquerque. WICHITA. (A?jW eastman & co.. inc. 


5P0NS0R/15 april 1963 



Trends, techniques, new 
styles in radio/tv 
commercials are evaluated 
by industry leaders 



rhei e .m c i imes when a pari ic u- 
lar use of music can bring a re- 
spected corporation down i<> the 
genera) level <>l today's jingle, 
which is usuall) somewhat below 
sea level, in other words, there are 
limes when the jingle approach 
isn't the hest one. 

In my last article, under "Forgive 

is beyond m\ comprehension. Sure- 

1\ a mote suitable sales approach 
is the treatment accorded the 
Manufacturers Hanover Trust com- 
mercials. The) put forth an attrac- 
tive and entertaining message in 
which clever cartooning and good 
co|)\ do the trick. In avoiding the 
jingle they maintain their dignity 
without being stufiv about it. 
'There's a little more latitude 

to bee kon the travelei . 

National Airlines has a device 
featuring a series ol ascending musi- 
cal ]>hiases played In a brass choir, 
which ends with a group singing 
the woids "Flv National." In this 
case I don't think the device is 
sufficiently distinctive, and the all- i 
important two-word message of the 
singers lacks recorded presence. 

Ever) yeai Irish International 

Most banks lose their public trust image with poor commercials 

Hut Manufacturers Hanover Trust puts forth an attractive', entertaining message in 

lovei enters hank. learns <>l main -civ ices, finally a^ks "Do yo'J -ell bird seed, too?" C 

a clever c; 
oi)v maint 

aiiis cli! 

witli gooc 
•nitv with 

1 copy. Bird- 
out stullmess 

and Forget," I mentioned Delta 
Airlines. Now, it isn't the airline 
that 1 was chastising; it is the lack 
of self-respect which their radio jin- 
gle conveyed to me as one listener. 
Some gal, accompanied by piano 
which vamps till ready, delivers a 
piece which — well, it sounds like 
one ol those tunes that hopefuls 
send in to have lyrics luted to for 
publication at theii own expense. 
A public carrier that spends good 
money on "It's Delightful to Fly 
Delta" as its slogan is making sense. 
But when an airline allows the at- 
tachment ol such words to second- 
rate musical promotion, in my con- 
sidered opinion, that can onlv fail 
to inspire confidence . . . the one 
thing the) must sell. 

I he naivete that leads banks, 
insurance companies, investment 
firms and the like — which rel) on 
public trust — to permit such dimi- 
nution ol their institutional image 


when it comes to an airline, rather 
than a bank, using a musical mes- 
sage. Alter all. an airline can take 
you on a holiday, as well as a busi- 
ness trip, and music can add a ro- 
mantic touch. This format can be 
most effective il it is tailored spe- 
cifically to c opv (TWA), or used 
as a singing identification (North- 
west Orient) . TWA has an exam- 
ple (their Starstream commercial) 
ol an interesting and well thought 
out combination ol words and mu- 
sic. The words are spoken bv an 
announcer, but are enhanced bv 
music which is designed to under- 
line ever) mood and selling point 
in the copy. Nobody sings about 
the Starstream jet . . . thev don't 
have to. 

American Airlines also has a 
good series in "American Cities," 
which has a captivating background 
of colorful sounds personal to each 
locale . . . with just the right words 

Airlines sponsors the St. Patrick's 
Day parade. Making the most ol 
this fine occasion, the) present an 
irresistible invitation to visit Ire- 
land, with beautiful photograph} 
and lvrical copy. The commercials 
(Please turn to page I 1 .') 


\usten Croom-Johnson, creator 
with Alan Kent ol "Pepsi-Cola 
Hits the Spot.'' is a widely known 
writer-consultant specializing in 
the field of musical advertising. 

SPONSOR 15 aprii. \%c 


(Continued from page 48) 

are delivered by a colleen with a 
lovely lilt, and the final singing 
phrase makes you want to call Irish 
International Airlines and start 

I haven't had a chance to explore 
the others, hut while on the subject 
ol airlines, I wonder why some- 
body doesn't monitor the orchestral 
music played on tape over their 
public address systems. I remember 
on one flight I was soothed into my 
seat to the strains of "The House 
is Haunted by the Echo of Yoiu 
I.ast Goodbye"! 

Selling and Compelling 
Aero-Sh^ve: An animated temptress 
with a sultry come-on, mid a mu- 
sit ul message to mati h. 
Brylcreem: The original charac- 
ters and jingle ivear well, and 
arc still welcome singing "A lit- 
tle dab'll do ya." 


[Continued from page 34) 


There are 86 prime time shows, 
as against 91 at the beginning ol 
the current season. 

The trend is toward comedy with 
more big names heading shows. 

More emphasis is placed on 
filmed drama concerned with spec- 
tacular aspects of medicine and 
law, inspired by the stunning suc- 
cesses of the past two seasons' The 
Defenders (CBS), Ben Casey (ABC), 
and Dr. Kildare (NBC). 

ABC's answer to The Defenders 
is Arrest and Trial, a 99-minute 
affair: the first half headlines a de- 
tective apprehending a criminal, 
the second hall a lawyer prosecut- 
ing the culprit. Ad est and Trial 
is pencilled in the Sunday 8:30 to 
10 p.m. niche, opposite CBS' Ed 
Sullivan and the new fudy Garland 
i variety show: NBC's Grindl, a mys- 
tery-coined) with Imogene Coca, 
and Bonanza. A grim rating race is 
inevitable with such an array, ex- 
perts insist. 

As regards color tv, NBC's night- 
time schedule is substantially the 
same as last season, with some 14 
programs, including a number of 
feature films, available to color 
viewers. ABC; is offering three pro- 
grams in color. CBS says it has no 
(Please turn to page 54) 

kr clients 's dies- that's what's 
up! And why not? We've had 10 
years 9 experience^ selling the 

325M tv homes* in Virginia's 
Ml tv market! A- — — / 



'Till-: KATZ AGENCY, inc. 

[ N h ■«.'■ ■■■ - '■' . ■»■ * ■■'.■ • ■ 


SPONSOR/15 aprii. 1963 


You can't cover 
Indianapolis with 
Indianapolis TV ! 

*The Indianapolis Market, we mean! 

WTHI-TV in combination with Indianapolis stations offers more additional unduplicated TV homes 
than even the most extensive use of Indianapolis alone. 

More than 25% of consumer sales credited to Indianapolis comes from the area served by 
WTHI-TV, Terre Haute. 

More than 25% of the TV homes in the combined Indianapolis-Terre Haute television area are 
served by WTHI-TV. 

This unique situation revealed here definitely suggests the importance of re-evaluating your basic 
Indiana TV effort . . . The supporting facts and figures (yours for the asking) will show how you gain, 
at no increase in cost . . . 

1. Greatly expanded Indiana reach 

2. Effective and complete coverage of Indiana's two top TV markets 

3. Greatly improved overall cost efficiency 

So, let an Edward Petry man document the foregoing 
with authoritative distribution and TV audience data. 





*An affiliate of WTHI AM & FM 



delivers more homes 

per average quarter 

hour than any 

Indiana station* 

(March 1962 ARB) 

♦except Indianapolis 


SPONSOR/ 15 april 1963 


15 APRIL 1963 Copyright 1903 

What's happening 
in U.S. Government 
that affects sponsors, 
agencies, stations 

The House Commerce Investigations subcommittee during the ratings hearings 
cast serious doubts on the A. C. Nielsen national radio and tv "samples'" before 
turning to alleged monopoly. 

Nielsen executives were not given an immediate or a certain chance to attempt to clear 
up doubts about how homes are selected or about how carefully information is obtained from 
the audhneters. 

There was no doubt that the subcommittee had selected Nielsen as the No. 1 target. 
There was even less doubt that the subcommittee wouldn't rest until Nielsen was throughU 

Subcommittee prober Robert Richardson put a number of items together in 
an attempt to make a case for Nielsen monopoly. 

One was a statement by A. C. Nielsen. Sr.. to the effect that nobody can come up with an 
audience measurement machine without infringing Nielsen patents. Another was an alleged 
statement by Nielsen, not yet authenticated, that the company would dominate the ratings 
field and then raise prices. 

Richardson was aiming special fire at agreements between Nielsen-Sindlinger and Niel- 
sen-ARB. both concluded to end litigation out of court. Richardson contended that both 
were one-sided in favor of Nielsen and highly restrictive. Seiler and Sindlinger were re- 
called as witnesses to back up this line of attack. 

Three disaffected former Nielsen field men, one who said he quit because of 
inability to collect overtime pay and the other two fired, were used to back up 
douhts about the national Nielsen sample. 

They agreed with doubts already raised by Nielsen, involving choice by field men of 
homes not in accord with Nielsen's random sample plan. Concentration in low-income homes. 
Faked audimeter films, diaries filled in by field men. 

Nielsen executive vice president Henry Rahmel invited Richardson to come to Chicago 
with experts. He said they would find after probing the entire list of homes in the national 
samples that the list is really as represented. He also asked for permission to file answers to 
charges on the record at a later date. He didn't get the first, may not get the second request 

Subcommittee members made it plain they felt the company hadn't coop- 
erated until its "back was against the wall," to quote chairman Oren Harris (D., 

Two members said they would have to look at what Nielsen might supply for the record 
before deciding to object to inclusion. 

The subcommittee members spoke again and again of Federal regulation. Attempts along 
this line might or might not be made. But the Federal Trade Commission was definitely being 
pushed to further action in the field, and particularly against Nielsen. This was particularly 
true with respect to the alleged monopoly or restraint of trade allegations. 

The House Commerce Communications subcommittee approved suspending 
Sec. 315 political equal time requirements, but only for 1964 and only for candi- 
dates for president and vice president. 

The group refused not only to consider wiping out Sec. 315 but even offers to compro- 
mise on suspension to include more political offices. Passage of the very limited '64-only bill 
seems assured. 

SPONSOR/15 aprii. 1963 51 

(Continued from page '_'')) 

;u .m\ .14, i x t- 1 1 time than arc watch- 
ing Chicago or Los Angeles sta 

I ions. 

"The <liffi<iili\ with sets in use is 
thai ii is io(;ill\ unsusceptible of 
geographic definition. We cannot 
assign a count) to one area or an- 
other, even on a duplicated basis 
using this criterion," sa\s Rash- 

This lias been a problem for the 
networks, from time to time, lint 
today, almost everyone accepts the 
faci that duplication is inevitable 
as an error on the side of fairness. 

ABC's Paul Sonken, for example, 
derives his lists from 1960 ARB 
coverage, updated by 1962 county 
sampling. This works on the postu- 
late ol "all homes able to receive 
a given station." Within the metro 
area, this means that virtually all 
homes will be credited, in turn, to 
each station, and the number ol 
homes will thin out as sampling 
gets further away from the trans- 
mitter site. 

There's no arbitrary cutoff in this 
sxstem. which means that ABC fig- 
ures may tend to be more conserva- 
tive than lists in which a whole 
county is credited to a station if a 
percentage of homes views the sta- 
tion once-weekly. 

"In making up a market rank- 
ing," explains Sonken, "it's not fair 
to penalize the stations by trying to 
eliminate duplication. In fact, it's 
not even possible. For example, 
there's New Jersey overlap between 
stations in New York and Philadel- 
phia, but you can't assign those 
homes to either market alone, be- 
cause their viewing is constantly 
( hanging." 

(When ABC, like other net- 
works, gets down to the case of a 
particular station in a particular 
market, it docs ti\ to refine the fig- 
ures to reduce duplication.) 

Agency tactics." Although there 
are onh three important methods 
of ranking, major agencies have 
developed mam variations on 

led Bates uses a primary rank- 
ing based on the total of average 
quarter-hour homes reached for all 
stations in the market as reported 
by ARB. The data is updated 
yearly. Metro area population 
sometimes but infrequent!) is a fac- 

tor. The actual lists loi Inning 
purposes are based on the needs 
for individual accounts. 

Says Jackie DaCosta, marketing 
expert at Hates, "All s\stems have 
their own quirks and deficiencies. 
The quai tei-houi method has the 
least -but our 1963 lists ma\ yet be 
considerably refined. We're con- 
cerned lor example with what hap- 
pens in single station or two station 
markets. Is the bigger audience in 
a three station market purely the 
result ol the third facility? Does 
this undermine the two station 

BBDO is an aggressively "no 
list" agency. Associate media di- 
rector Ed Papazian states vehe- 
mently he has given up rankings as 
such. Each account is considered 



A survey of more than 200 
agencies probes the effect on 
admen of the five-week con- 
gressional hearings on broad- 
cast score-keepers. 


individually. In assaying market 
potential within this framework 
BBDO uses net weekly circulation 
of the market's leading station 
based on a special tabulation by 

f. Walter Thompson uses a rank 
ing essentially based on total tv 
homes in counties credited to "the 
leading coverage station," using a 
c utoff point of 50% or better night- 
lime weekly penetration. However, 
a count) cannot be credited to a 
market if it has already been cred- 
ited to a market higher on the list. 

fWT cautions its buyers that 
"the method b\ which the list is 
constructed inevitably places in a 
disproportionately low position sev- 
eral markets with stations whose 
gross coverage is high but in areas 

ahead) reached b) other markets 
higher on the list. 

"The buyer ma) wish to evalu- 
ate these markets, based solely on 
the relativel) large numbers ol 
homes they are able to deliver." 
Rankings now in use are based on 
Nielsen data. For JWT also, rank- 
ing is onh a point ol departure to 
be used as a guide in meeting spe- 
cific bin ing problems on each ac- 

"Onlv the client," points out 
IWT's Irene Dunne, "has real 
knowledge of the sales data which 
ultimatel) determine market selec- 

Benton & Bowles uses a primary 
ranking based on the coverage po- 
tential of each market as deter- 
mined by ARB studies. (The ex- 
act formula is confidential.) Met- 
ropolitan area retail sales are 
sometimes considered but only rare- 
ly. There's no rigid list; each ac- 
count's goals are examined separ- 
ately, with geographic, marketing, 
and other factors weighing heavily. 
Compton marketer Lois Yake 
guides her rankings on the indi- 
vidual needs of each brand. For 
national distributors buying a lot 
of spot, coverage areas are most im- 
portant. Compton extracts its own 
rankings lor these, based on ARB. 
Metro area population is consid- 
ered when the product is interested 
in urban penetration. Miss Yake 
says her agency makes its own "mar- 
ket areas" which are a composite of 
station coverage. "Any updated 
coverage information from a repu- 
table firm is helpful," she suggests. 
McCann-Erickson uses a primarj 
ranking based on tv homes in cov- 
erage areas of stations serving the 
market, as defined by ARB. Again, 
McCann has its own formulas 
which are not released to reps and 
stations. Marketing and distribu- 
tion requirements play the para- 
mount roles in the eventual selec- 
tion of markets for given products. 
McCann has clone a good deal 
of work in developing compatible 
information for modern clay com- 
puters. It has been able lor ex- 
ample to examine all the affiliates 
of a network and define the homes I 
which are dominant to each affili- 
ate; in effect an unduplicatecl list- 
ing which may vary greatly from a 
network's own claim. Computer 
programing has also enabled Mc- 


SPONSOR 15 april 1963 

Cann to pinpoint the advertising 
weight in certain areas. 

"We find markets where we're 
retting spill-over from stations in 
:>ther markets" says Bob Coen. "A 
small supplementary buy in these 
markets will often give us more ad- 
vertising weight than we could con- 
trive by buying another, separate 
market. We can buy perhaps 30 
of these spill-over markets for the 
price of one medium-si/ed new 

Coen says that new coverage 
studies are the best value for sta- 
tion's research money. Figures on 
retail sales and other economic 
data are probably best left to mar- 
keting specialists. 

Young & Rubicam has two pri- 
mary rankings, first is based on av- 
erage quarter-hour homes reached 
for the market's leading station. 
Data is revised twice yearly. The sec- 
ond ranking is based on an inter- 
pretation of ARB coverage studies, 
under a confidential formula. Sales 
and marketing goals are vital con- 
sideration, with market rankings 
developed by media research sub- 
ject to "flexible" interpretation. 

Yardsticks vary. After talking 
with major agencies sponsor's find- 
ing are that as many rankings 
"tools" exist as do clients and 
brands. This is confirmed by 
Ralph Sorensen, co-chairman of 
the American Marketing Associa- 
tion's media committee in New 
York. Sorensen reports that this 
situation is accepted as complete 
normal: there has rarely if ever- 
been discussion by AMA members 
on the relative merits of rankings, 
because research specialists are 
aware that no arbitrary list is work- 
able, and that different measure- 
ments are largely incompatible. 
Similar findings are reported by 
leading rep firms who themselves 
have questioned agencies on rank- 
ing methods. Kenneth Mills, associ- 
ate research director of The Katz 
Agency, conducted his own exhaus- 
tive investigation last year. He 
found that metro area populations 
were of decreasing importance in 
the ranking of tv markets. In no 
agency did the metro area play a 
major role. 

"Some measure of coverage or 
reach is the principal yardstick," 

says Mills. "With more sophisti- 
cated methods available to guage 
station coverage and circulation, 
agencies are relying less and less 
on the urban core as the govern- 
ing factor in assessing a market's 

"At least among the larger agen- 
cies published data play no part in 
market ranking. Each agency's me- 
dia research department develops 
its own formula or formulae which 
are then used to draw up the actual 

Mills' conclusion is that market- 
ing realities for individual ac- 
counts, not market rankings, are 
the prime consideration. Within 
the same agency different measure- 
ments are applied to meet the 
needs of different accounts. 

"Although coverage is the prin- 
cipal determinant of market rank- 
ing," says Mills, "there are in- 
stances where marketing realities 
dictate the inclusion of the market 
because of the si/e of the urban 
core, in spite of the limited cover- 
age outside that core. Conversely 
a market might be bypassed in 
spite of substantial coverage be- 


x *& 

1 ■ 

#-M«^ ~r 

'«M9* *"" "*" JgJSJ^^ 


IP*^ ~ ^^ H ft g 

University of Mississippi 
Medical Center 

Jackson, Mississippi 

SPONSOR 15 april 1%3 


Thomas W. Moore hiked 

to ABC TV presidency 

Thomas W. Moore, with ABC 
TV since 1957 .ind \.]>. in charge 
ol the network since 'JO March, 
1962, has been elevated t<> the 
presidency. Commenting on the 
move, Leonard 1 1. Goldenson, 
head ol the pareni American 
Broadc asting- Paramount Thea- 
atres, noted: 

"Moore's background in every 
area — programing, sales, and .is 
head ol ABC TV, is one of 
proven leadership and creativ- 
ity. I lis new position is a richly deserved promotion." 

Moore was appointed ABC TV vice president in charge of sales 
in 1957. and vice president of the network in charge ol program- 
ing in 1958. 

Mooie entered tv in 1952 as an account exec on the West Coast 
with CHS TV Film Sales, and moved to New York in 1956 as its 
general sales manager. Moore was appointed ABC TV vice pres- 
ident in charge of sales in 1957, and vice president of the network 
in charge ol programing in 1958. 

cause that coverage was considered 
too widespread and hence too dif- 
ficult to merchandise. 

"There are, therefore, few set pat- 
terns, even within a single agency. 
Market lists are drawn up as 
guides, not absolutes." 

Demographic data. In sponsor's 
inquiry a further complication ap- 
peared in the desire of many agen- 
cies for more demographic infor- 
mation. Total numbers of peo- 
ple are becoming less important to 
many national accounts; the buy- 

ing is more and more on the basis 
of kinds of people reached rather 
than total audience. At the same 
time the development of comput- 
ers is making easier the use of such 
information once it has been col- 
lected. It's no coincidence that the 
national sales division of RKO 
General recently invested a sub- 
stantial amount of money in re- 
search which can be programed to 
machines. RKO has just released 
a series of ranking tables in which 
every U. S. tv market is ranked on 

Educational background 
Jason Evers will be starred in "Chan- 
ning." a new ABC TV Wednesday night 
mi its about life on a college campus 


Courtroom goings-on 
Ben Cia//ara will be one of the stais 
in the new "Arrest and Trial" stories 
to be presented Sundays ovei VBC TV 

the availability ol seven important 
consumer groupings. The tables 
show the average quarter-hour 
availability ol: homes, men, wom- 
en, young men. young women, 
teens and children during three 
major i inie c lassifu at ions. 

Donald Quinn, director ol na- 
tional sales. sa\s "We aie awaie ol 
the increasing desire ol computer- 
oriented agencies loi more media 
data ol reliable nature. Our rank- 
ings are designed to meet the agen- 
c\ hall \va\ in bridging this gap 
between the desire- lor information 
and the technical and budget limi- 
tations of broadcast research." Ap- 
plication ol the tables, according to 
research director Frank Boehm, 
"will permit the selection ol tv 
markets based upon the actual 
number of customers available 
rather than on general circulation 
data. For example, an advertiser 
seeking to reach young men and 
women and onh able to afford 
fringe time can select those mar- 
kets which have the largest mini 
ber of this group available during 
fringe time and which might there- 
fore be most responsive to his ad- 

The free wheeling ela\s when a 
brash new client, such as Lestoil, 
could revamp its distribution ac- 
cording to tv coverage areas, are 
gone for good. This is a remark- 
able change in a comparatively 
short time. Lestoil's advertising di- 
rector, Owen Carroll, says "we re- 
ly today more on the trade factors, 
and we assume that adequate me- 
dia coverage can be contrived sub- 
sequently. The basic considera- 
tions for us today are geographic 
areas, trade How of merchandise', 
sales outlet coverage; the purely 
media considerations are seconel- 
ary." ^ 


(Continued from page 49) 

color plans for the fall. 

Why is the '63-'64 season regard- 
ed with such high optimism? 

First, there is an abundance of 
new programs. 

Secondly, these programs are tak- 
ing different program forms. 

Thirdly, there's the entrance or 
return of such major personalities 
as Danny Kaye, George C. Scott, 
Judy Garland, Jerry Lewis, Phil 

SPONSOR/15 aprii. 1963 

Silvers, and several others. 
"No individual who knows his 

\a\ about the broadcast world 
would say this is the year <>1 west- 
:rns, private eyes, quiz shows. Far 

rom it." Dann maintained there 
.vill be more balanced programing 

han ever; in fact, "more exciting 

>rograms than ever," sa\s Dann ol 


Crucial for ABC. Agency execs 
report they think ABC will be in 
its most crucial hour, so to speak, 
next season, because it is showing 
the largest array of new attractions 
in prime time. 

Said one: "When ABC decided 
not to do with movies, they made a 
great gamble. Launching such a 
number of new shows calls lor con- 
siderable courage. They deserve 
credit for embarking on such an 
nuclei taking." Among the ABC TV 
"worthwhile" and "potential hits" 
Madison Avenue viewers have seen 
in pilot form are Arrest and Trial, 
The Travels and Jaimie McPhee- 
ters, and The Greatest Slime on 

Regarded by agency men with 
considerable esteem are the follow- 
ing tv programs on CBS: The Great 
Adventure, hour-long series of dra- 
mas of American history, presented 
jointly by CBS and the National 
Education Assn., produced by John 
Houseman; the new Danny Kaye 
Shoiu from 10 to 11 p.m. Wednes- 
day; and Judy Garland in choice 
Sunday time. 

NBC is banking heavily on the 
Bob Hope package, one of the big- 
gest deals in tv history, calling for 
one year of tv appearance on Fri- 
days, 8:30 to 9:30 p.m. All told, 
there are some 48 productions in 
which the comedian appears. Five 
see him in his typical variety pres- 
entations, and a sixth shows him in 
his regular Christmas presentation 
(this year upped to 90 minutes) ; 
two find him in full-hour dramatic 

Standouts at NBC. Though CBS 
is being described as the top dog in 
the rating picture for the upcoming 
season, there is little pessimism to 
be found in the corridors of NBC. 
"We think we have a group of en- 
tries that are very strong and we'll 
do well," says Giraud Chester, vice 
president, program administration. 

"We are going for quality," he 

SPONSOR/ 15 april 1963 

sa\s, noting NBC has scmie real 
"sleepers," such "hit potentials" as: 
Grindl, a half-hour affair in which 
Imogene Coca portrays a mild- 
mannered itinerant domestic who 
finds a new job each week; The 
Lieutenant , scheduled for Saturday, 
7:30 to 8:30 p.m. opposite Jackie 
Gleason (CBS) ; Mr. Novak, a 60- 
minute drama series about a teach- 
er in a big metropolitan high 
school; Harry's Girls, a hall-hour 
comedy series centering around an 
American vaudeville act touring 
Europe; and the new 60-minute se- 
ries of original dramas with play- 
wright Clifford Oclets as author and 
editor, and Richard Boone as host 
and performer. 

The Boone series is a Mark 
Goodson-Bill Todman production 
in association with NBC, and filmed 
in Hollywood. Both Chester and 
his boss, Mori Werner, vice presi- 
dent, programs, are extraordinarily 
bullish about this series, calling it 
one of the most stirring to appear 
in many years. "As dramatic enter- 
tainment it should be one of next 
season's standouts," Werner de- 
clares. "In the essential elements 
of acting, writing, and production, 
it will offer as meaty and meaning- 
ful drama as television has ever 
presented and it gives support to 
the view that the medium's best 
drama years lie ahead." 

ABC TV's giant strides. Many 
Madison Avenue program buyers 
think ABC TV is displaying great 
courage by not staying with the 
"tried and true" and feature film 
presentation, but going with a large 
flock of untested items. Observers 
say that the Tom Moore and Julius 
Barnathan operation will pay off. 

Says Moore of the '63-'64 season: 
"In the season ahead, I firmly be- 
lieve we are going to make our big- 
gest advance. Our new product is 
fresh and far removed from carbon 
copy programing. It represents the 
boldest, most daring challenge for 
leadership ever made." 

Actually, a vitamin-packed three- 
network economy is essential to ad- 
vertisers if the '64-'65 season is not 
to become a seller's field day. Con- 
sequently, a number of agency pro- 
gram buyers, including some of the 
biggest on Madison Avenue, are 
rooting for ABC. In any event, it'll 
be an exciting fall. ^ 

The local store 
knows the score 

These prominent Washington 
advertisers have been with us 











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SPONSOR-WEEK Advertisers & Agencies 

This is a tv ad . . . Color it green 

"Color tv, although expensive, is 
especiall) useful (for advertisers) 
for ii offers built-in values,'' accord- 
ing to Morgan J. Cramer, president 
and chief executive officei <>l I*. 
Lorillard Co., discussing his com- 
pany's advertising strategy at the 
annua] shareholders meeting. 

He noted that surveys show a 
color commercial "is at least twice 
as effective as a message in black & 
white, and our technicians are able 
to extract from a color film nega- 
tive a black & white positive <>l 
excellent quality. Thus, all of our 
Kent and Newport commercials are 
currently being shot in color." 

Cramer said Lorillard is also lad- 
ing the crest of two other major 
moves in tv — the emerging demand 
lor and dominance of programs fea- 
turing big-name performers, and 
the surging popularity ol sports 

In the big-name category, the 
programs can be variety shows, dra- 
matic performances, or situation 
comedies, he said, but all are regu- 
larly scheduled and all are built 
around the personality and talents 
of one star. In this instance Loril- 

lard advertises its cigarette brands 
on the shows ol Jack Paar, Ed Sul- 
livan, Dick Van Dyke, and foe) 

Cramer pointed out that surveys 
show that when sponsored stars de- 
liver the commercial messages in 
person, "the viewer's retention ol 
that message is increased bv 50%." 

Adding that sports programing is 
no longer a man's world, with audi- 
ences of both men and women big- 
ger than ever, he said Lorillard is 
presently placing greater emphasis 
than ever in this category. 

"We have already booked the 
pre-Olympic trials this fall, the 
Winter Olympics from Austria, as 
well as a full measure of golf, base- 
ball, football, bowling and general 
sports programs on the three na- 
tional tv networks." 

Stressing that "we go where out 
audiences are," Cramer said: "In 
radio, for instance, we intensify out 
efforts all over the dial during the 
summer simply because more ol 
our customers, both current and po- 
tential, aie outdoors and on the 
move, and sure to be listening in. 

'Miss Beaux Arts 1963' lights up airwaves 

Dee Simmons, Miss Beaux Arts 1963, receives 14-karat gold tv set charm from Alan B. Cowley, 
ad manager, Artra Cosmetics, for being one of first Negro models to do video commercials. She 
is featured on "TV Gospel Time," sponsored by Schaefer beer via N. W. Ayer in 25 markets 

whether at the beach, on a picnic, 
or out for a chive." 

Summing up, he noted: "In 1962, 
our advertising expenditures 
leached record levels and, natural- 
ly, we leached more homes and 
more people than ever before. Bui 
the significant fact here is that the- 
size ol our audience outstripped the 
si/e of our expenditures and — dol- 
lar lor dollar — we got more lor our 
money. . . . By the only yardstick 
that really matters — sales — our ad- 
vertising is effec live.'' 

Head of 'top 50' agency 
finds video 'a bore' 

The chairman of one ol the top 
50 advertising agencies, which last 
year placed some N8.2 million in tv 
billings, finds the medium "a bore." 
Edward H. Weiss, of Edward H. 
Weiss R; Co., Chicago, says: "Tin 
has been much criticized because it 
is bad — but it is not so much bad 
as it is a bore." 

"And it is a bore precisely be- 
cause everyone is breaking his neck 
trying to anticipate public tastes, 
imitating last year's successes, and 
trying to find some 'scientific' form- 
ula that will please everybody 
everywhere — and that succeeds in 
pleasing nobody for very long." 

"Consider the advertiser and his 
agency's pathetic reliance on tv 
polls," said Weiss. "We consider 
ourselves hard-headed realistic per- 
sons, but is it not the height of 
Utopian lolly, ol romanticism, of 
wishful thinking, to believe that 
these fractional polls can properly 
inform us about the influence and 
impact of our programing and our 

Weiss added that "management 
— and this includes advertising 
agencies more often than not — is 
often run by group action in which 
there is too much effort expended 
avoiding individual blame lor any- 
thing that might go wrong." 

Weiss made his remarks at the 
51st annual Sales and Distribution 
Seminal of the National Premium 
Sales Executives, Inc., at Chicago. 
Ol his agency's total billings in 
1!)()2, broadcasting accounted for 
51% ($10 million) , with all but 
$1.8 million coming from tv. 


SPONSOR 15 aprii. 1963 

Dodge tunes in to radio 

Dodge, via BBDO, is expanding 
national media coverage in its sec- 
ond quarter to include network and 
local spot radio and Sunday sup- 
plements, in addition to continuing 
its record first-quarter tv mix of 
network spots and fringe minutes in 
leading sales markets this month. 

The build-up involves flights ol 
spot radio in 65 markets for May, 
together with weekend network 
spots adjacent to news and sports. 

Using the familiar "Accentuate 
die Positive" jingle to highlight the 
Dodge dependability theme, new 
one-minute radio and tv commer- 
cials will stress current sales suc- 
cess. Dodge car sales since introduc- 
tion of the 1963 models have in- 
i leased 64% over the same period 
lasi year, the company reports. 

Revlon re-leaves NC&K 

A "basic difference of opinion" 
prompted Revlon, Inc. to pull some 
S5 million in billings out of Nor- 
man, Craig & Kummel for the sec- 
ond time in less than a decade. 
Products involved include Living 
Curl. Eye Make-Up, Touch & 
Glow, Lipstick, Nail Enamel, and 
Satin Set. 

NC&K had been a Revlon agen- 
cy lor eight years prior to 1956 and 
rejoined the cosmetic firm's agency 
stable in late 1961. Other Revlon 
agencies are Warwick 8c Legler and 

Several agencies are bidding for 
the account. 

1,000 agencies on tap 
for ATU spot news aid 

ATU Productions, producer of 
"syndividual" filmed commercials 
Tor tv, is providing some 1,000 ad- 
vertising agencies in the U. S. with 
a new monthly Spot News Bulletin, 
which contains tidbits, articles, 
witticisms, criticisms, and com- 
ments concerning the tv and agen- 
cy field from top industry execu- 
tives throughout the country. Edi- 
tor is Allien Arluck of ATU's head- 
quarters in New York. 

ATU, meanwhile, has closed 
deals with banks in two additional 
areas for its Friendly Banker series 
of commercials. They are The State 
Bank of Jacksonville, through New- 
man-Lynde Associates, and the Sav- 

ings Bank of Utica (N. Y.) , via 
Farquhar & Co. 

Just added to the ATU stall as 
a producer of tv commercials and 
feature films is Charles Adams, 
who produced Shaw's "The Apple- 
cart" starring Maurice Evans, and 
has served as a director for such 
tv shows as Robert Montgomery 
Presents, Inside Detective, and The 
World of Art. He has also been 
with Ruthraulf & Ryan as an ac- 
count exec for Auto-Lite and De- 
Soto cars. 

AAW Europe trek 

"How to Sell in World Markets" 
is the theme of this year's Interna- 
tional Advertising Assn. World 
Congress in Stockholm in May, 
which members of the Advertising 
Ass'n of the West will attend while 
on a European tour. 

Highlights of the trek include a 
tour behind the Iron Curtain into 
East Berlin, a reception by officials 
of the Common European Market 
headquarters in Brussels and a spe- 
cial briefing at NATO headquar- 
ters in Paris. 

The travelers will be welcomed 
to Europe at a London reception 
attended by members of the British 
Advertising Assn. The tour is avail- 
able to AAW members as a pack- 
age for $895, including air trans- 
portation via SAS. Arrangements 
are being handled thru Peter W. 
Skov Travel, Los Angeles. 

Philip Morris expands 

The acquisition of Clark Broth- 
ers Chewing Gum, Pittsburgh, leads 
a list of upbeat developments re- 
vealed to stockholders of Philip 
Morris by president Joseph F. Cull- 
man III in Richmond last week. 
This latest move marks new terri- 
tory for the tobacco firm, which 
has lately been extending itself in 
the shaving products area. 

Cullman predicted "modest in- 
creases" in both sales and earnings 
in the first quarter of 1963 over 
last year's earnings of $4,880,000 
and first quarter sales of 8128,620,- 
000. There is an indicated industry 
gain in unit sales of 2% or better 
for the January-March period, 
based on state tax figures. Produc- 
tion of cigarettes reached a new 
record level in 1962, according to 
the Department of Agriculture, and 


edition off 

the press! 





. . just about every 
'phone number you need 
in these five big cities 
is in SPONSOR'S 

Networks, groups, reps, agencies, 
advertisers. Film, tape, music and 
news services. Research and promo- 
tion. Trade associations (and even 
trade publications). 

All in the convenient pocket-size, 
for only $.50 per copy; 10 copies, $.35 
each; 50 copies, $.25 each. 


555 Fifth Avenue, N. Y. 17 





SPONSOR WEEK Advertisers & Agencies 

Salada bags Carson for spots of iced tea 

Johnny Carson tests new Salada Iced Tea Mix with Salada advertising manager Jack Colpitts in 
preparation for a campaign to run on his NBC "Tonight" show starting 27 May. With the promo 
also slated for Arthur Godfrey's daytime program on CBS Radio, plus 240 newspapers, Colpitts 
predicts more than 90 million Americans will see, hear, or read about it. Tea mix is in a' foil 
pouch with lemon and sugar for a pitcherfull. Campaign will run for five months, Colpitt says 

is expected to pick up about 2% 
in 1963. 

Discussing new Philip Morris 
products, Cullman predicted na- 
tional distribution shortly for Pax- 
ton, king size menthol filter ciga- 
rette introduced early this year in 
Fresno and Tulsa, and Saratoga, 
which bowed in Hartford and Sac- 
ramento. Both brands are pack- 
aged in a Humiflex plastic package. 

Activity on the non-smoking side 
of PM's operation: American Safety 
Razor, acquired in February 1963, 
introduced its Personna stainless 
si eel double edge blades in New 
York and New England and its Pal 
stainless steel injector blades in 
Southern California. PM also ac- 
quired Burma-Vita Co. in this first 

Open House on Mad. Ave. 

Seventy-five of the country's top 
advertising and marketing college 
seniors arrived in New York yester- 
day for the 13th annual "Inside 
Advertising Week," sponsored by 
The Advertising Club of New York 
and die Assn. of Advertising Men 

and Women. Students are given 
the opportunity to meet some of 
the ad world's leading personalities 
and to tour the facilities of many 
of the top advertisers and agencies. 
About 25 organizations are sup- 
porting the event and some 10 
teachers will accompany the stu- 
dents at a series of conferences, 
tours, luncheons, and receptions. 

Grass Roots 

Whirpoo] Corp. will spend some 
$10 million for advertising and 
sales promotion activities in 1963, 
with about half going into commis- 
sionable media via agencies K.&E, 
Chicago, and Netedu Advertising, 
St. Joseph, Mich. 

This represents an increase of 
nearly 30% in corhmissionable ad- 
vertising, with network tv and local 
newspapers the major gainers, bulk 
ol the tv appropriation is scheduled 
lor Walt Disney's Wonderful World 
of Color (NBC TV) but Whirpool 
also bought into the Dick Powell 

Agency appointments: Craig Red- 
den Productions, to Ball Associates 

. . . The Carpet Manufacturing Co., 
Ltd., io Benton & Bowles, Ltd. 
E. F. Mutton to McCann-Marschalk 
for major part ol its advertising ami 
public relations . . . Wynne-Com- 
pass Fair, builder ol theatre-restau- 
rant-pavillion to be operated at the 
New York World's fair, to BBDO. 
The 2,400-seat theatre will present 
a musical based on 100 years ol 
American musical comedy with 
George Schaefer, pi oducei -director 
of Hallmark Hall of Fame, as pro- 
ducer-director . . . freeman Indus- 
tries and Lee-Colberi to Bruck & 
Lurie . . . Plumrose, Inc., importers 
and distributors of Danish meats 
and cheeses, to Crestwood Adver- 
tising and Public Relations . . . 
Honda advertising in the United 
Kingdom to Kenyon & Eckhardt, 
Ltd. . . . blue Cross and Blue Shield 
hospital and medical care plans in 
the Rochester area to The Runirill 

Strategy note: Adoption ol the 
sports posture in tv advertising, ac- 
cording to Goodyear Tire & Rub- 
ber ad director John P. Kelley, is 
related to three important facts: 
men buy tires; they are 85% of i lie 
tire market's purchasers; they are 
the same percentage of tv sports 
viewers. Goodyear, via Y&R, just 
added the College All-Star football 
game in August to its sports look 
and has three important golf tourn- 
ament telecasts on its co-sponsor- 
ship schedule — the Tournament of 
Champions, 5 May. U. S. Open. 22 
June: and the P.G.A. Champion- 
ship, 20-21 July. 

Pabst's profit picture: Sales in bar- 
rels for the fust quarter of 199 
are running 20",, ahead of the same 
1962 quarter and January and Feb- 
ruary should show increased profits. 
President James C. Windham pre- 
dicts that rising demand lor Pabst 
may result in shortages this sum- 
mer at the wholesale level in some 
markets. On the subject of "expen- 
sive" packaging innovations sweep- 
ing the brewery field, Windham 
said that Pabst management is tak- 
ing a "conservative view . . . con- 
tinuing to watch the situation care- 


SPONSOR/ 15 april 1963 


New quarters: Milburn McCarthy 
Associates moved to the new Pan 
Am Building, 200 Park Ave., New 
York 17, last week, Phone number 
is Ml T 7-7777. 

Looking forward to: The 93rd Con- 
vention of the Society of Motion 
Picture and Television Engineers, 
22-25 April at The Traymore in At- 
lantic City. A variety of new high- 
speed photo instrumentation de- 
vices will be shown . . . The Annual 
Convention of the Advertising Fed- 
eration of America in Atlanta, 1 fi- 
ll) June. The fifth annual awards 
for public service to advertising 
■will be presented there. Nomina- 
tions are being invited by the Na- 
tional Selection Committee and all 
nominations postmarked not later 
than 2-1 May will be eligible. They 
should be sent to AFA Headquar- 
ters. 655 Madison Ave., New York 

Kudos: L. Berkley Davis, vice presi- 
dent of General Electric and gen- 
eral manager of its electronic com- 
ponents division, was chosen for 
EiA's highest award, the EfA 
Medal of Honor. Presentation will 
be made 19 June at an annual 
award dinner during the associa- 
tion's 39th annual convention in 
Chicago . . . John Hall, executive 
.vice president of Louis Benito Ad- 
vertising Agency, Tampa, named 
Advertising Man of the Year by 
Tampa Advertising Club . . . West 
Coast ad man Hal Stebbins gained 
laurels when Alpha Delta Sigma, 
national professional ad fraternity, 
presented him with its Benjamin 
Franklin Citation . . . The St. Louis 
Council of the 4A's elected John C. 
Macheca, vice president, D'Arcy, as 
chairman: David P. Ferris, vice 
president, Gardner, as vice chair- 
man: Frank Block, president, Frank 
Block Associates, secretary-treasur- 
er: and William L. Sandborn, 
president, Winius-Brandon, to fill 
unexpired term of the late Enno 
IWinius . . . The 1962 Advertising 
Awards Competition sponsored by 
the American Music Conference, 
Chicago, resulted in a tie for first 
place between Shell, for an ad fea- 
turing a little girl plucking a gui- 
tar (K&E) , and Polaroid, for its ad 
featuring a little girl playing her 
trumpet outdoors (Doyle Dane 
Bernbach). Awards are made for 

SPONSOR 15 april 1963 

the most effective use of a musical 
theme in ads of non-musical prod- 
ucts, services, or causes . . . Gutman 
Advertising Agency of Wheeling 
walked away with eight first place 
advertising awards at the eighth 
annual banquet of the Ohio Valley 
Advertising Club . . . The New 
York Art Directors Club accorded 
Sudler & Hennessey five winning 
entries in the dub's 42nd Annual 
Art Exhibition. Represented in 
the winner's circle are ads for 
Lightolier, Callaway Mills, CBS 
Radio, and Air-equipt Manufactur- 
ing. These design pieces will be on 
display at the Pepsi-Cola Art Gal- 
lery, 500 Park Avenue, from 29 
April through 13 May . . . John F. 
Bonsib, president of Bonsib of Ft. 
Wayne, elected Governor of Sixth 
district of the AFA, succeeding 
Frank M. Baker, vice president of 
Grant, Schwenck 8c Baker, Chica- 
go .. . Edwin H. Sonnecken, direc- 
tor of corporate planning and re- 
search, Goodyear Tire 8c Rubber, 
elected to the executive committee 
of American Marketing Assn., for 
one year, then to the presidency be- 
ginning 1 July 1964. Six other mem- 

bers were elected to the executive 
committee for one year and then 
will serve as vice presidents. 

Tab Poll: It's not a frog! It's a new 
market research apparatus for use 
in all types of surveys from product 
testing and packaging to political 
candidates or issues. Electrically 
operated, the unit has a top frame 
for placement of survey outlines 
and reason for survey. Face panel 
is simplified for question area and 
adjacent push button selectors for 
immediate reaction surveys. Unit 
provides tallied results to questions 
at any time desired. The Tab Poll 
people are at 23 Claremont Road, 
Kenmore 17, New York. 


John Zrybko to controller of The 
Rumrill Company. 

Owen J. Carroll to director of mar- 
keting for Lestoil Products, re- 
placing Edward J. Fredericks, re- 
signed to establish his own business. 
William R. Dean to premium sales 
manager of American Machine & 

waga-tv... first in total homes 
daytime... prime time. ..overall! 

Dec. '62 Nielsen / Jan. '63 ARB— Mar. '63 ARB WACA-TV 1st 
Daytime and overall . . . 2nd Prime Time 




r] U Tlanta 


SPONSOR-WEEK Advertisers & Agencies 

Robert M. Curtis to the account 
service group ol Fuller 8c Smith 8c 
Ross as vice presideni and account 
supei visor. 

Gerald II. Bruce, vice president 
and directoi ol marketing for Cole, 
Fischei 8c Rogow Advertising, re- 
signed, ilkc tive 15 April. 
Eric Pomerance named east coast 
sales representative foi Gerald 
S( hnitzer Produi lions. 
Horace G. Lippincott to copy de- 
partment ol N. W. Ayer. 
James (). Yund promoted to mer- 
chandising manager lor RCA 
Whirlpool air conditioners. 
F. Strother Cary, Jr., vice chairman 
ol the executive committee ol Leo 

Utive stall ol the Seattle office ol 
Pacific National Advertising Agen- 
t v. 

Richard L. Cullen, assistant pub- 
lisher ol Ladies' Home Journal, to 
l.eo Burnett in mid-April as senior 
executive in client services divi- 

Paul L. Faber to director ol adver- 
tising ol CVA Co., marketer ol 
Roma and Cresta Blanca wines. 
Buxton P. Lowry to Fuller 8c Smith 
8c Ross, l.os Angeles, as copywriter. 

Andrew Purcell, formerly media di- 
rector ol Mc Cann Marsc balk, Mi- 
ami, to McCann-Erickson, Chicago, 
as media supervisor. EI is successor 
in Miami is Dorothea Hazelton. 

'Noisiest potato chips in the world' 

This Laura Scudder's Potato Chip commercial won a first prize at the Third Annual International 
Broadcasting Awards in Hollywood. It features a fictional Laura Scudder who develops a chip 
so crispy fresh that the sound of one crunch brings down the house. Produced by Doyle Dane 
Bernbach, this year's commercials include the prizewinner in addition to several new ones 

Burnett, elected treasurer, an added 


Daniel I. Knight to George H. 
Hartman as director of broadcast 
sen ii es, a new post. 
Richard L. Munson, account exec- 
utive, and John R. Murray, Jr., 
senior ait director, to vice presi- 
dents ol Doherty, Clifford, Sire i * 8c 

Harry R. Levin to director ol ad- 
vertising and sales pi ot noli on. IN am 
Fruit Co. 
William Shela to the account exec- 

Dale Kreachbaum to Gutman Ad- 
vertising, Wheeling. 

Neale H. Oliver to Potts-Wood 
l>ui \ as vice president in charge ol 
account development. 

Manning M. Exton to general man- 
ager of Downyflake Foods division 
ol DCA Food Industi ies. 

Gene O. Hartnett to wholesale ac- 
counts manager loi Prestolite re- 
placement sales. 

Edmund P. Doles to sales promo- 
tion manager ol Wine he te -West 

em division ol Olin Mathieson 
Chemical Corp. 

David Malcolm Brush to treasurer 
ol General Foods, replacing Herb* 
ert R. Hastings who retires. 
Frank E. Guiie to vice president 
for Northern California activities 
ol Chapman 5 Productions, 
Nat Gold to Maty Davis Agenffl 
as head ol tv and radio commefc 
c ial depai tment, moving from 
1. amen- Finger Agency. Making the 
switch with Gold are clients Sebas- 
tian Cabot, Ken Toby, Rod Bell 
and others. 

William Brennan, assistant to Lew-, 
is Titterton, directoi ol radio & tv 
programing at Compton, assumed 
added responsibilities ol cleparn 
ment manager formed) held bj 
Bertrand Mulligan who has id 

John Luick to marketing vice ptes- 
idenl and account supervisor ol 
Earle Ludgin. 

Dwierjit Pohmbach, creative direc- 
toi ol Knox Reeves, to agency's; 
boa' d ol directors. 
Ronald A. Rogers to broadcast de- 
partment ol Rogers .v- Smith as 

Robert T. Richardson to head of 
creative services lor Van Praaa 

Alfred Christie, former directoi ol 
personnel administration of Gener- 
al Foods, lo Hovt 8c Roberts as vice 
president ol the firm's newlv devel- 
oped executive finding services lor 
industries other than advertising 
and public relations. 
Darryl Turgeon rejoins Knox 
Reeves-Fitzgerald, New Orleans. 
creative force after a lew years with 
Leo Burnett, Chicago. 
Edward B. Ingeman to account ex 
ecutive with CIa\ Stephenson As- 

Max H. Leavenworth to manager 
ol market research lor Dow Corn- 
ing, succeeding Robert Springmier, 
iccenilv promoted to controller. 
Arma S. Wvler to chairman ol the 
directing board and Walter R. 
Neisser to presideni and chief exe- 
cutive officer ol Wvlei ,v- Co., divi- 
sion ol Bo'den. Neissei also named 
a vice president of Borden Foods. 


s-: j !?cn is april i%3 



Kildare an operator with 49'ers 

Though Ben Casey is still the 
American woman's favorite doctor, 
females over 49 are more at home 
with Dr. Kildare, according to fig- 
ures compiled by the American Re- 
search Bureau by breaking down 
the top ten prime time dramatic 
shows b) adult female groups, using 
audience composition estimates 
from the February National. 

During an average telecast over a 
two-week period (15-28 February), 
an estimated 19 million women 
watched Ben Casey, and Dr. Kil- 
dare attracted more than 18 million 
— ranking first with the fairer sex 
in the over 49 group. But the rest 
ol the female population (18-29, 
30-39, 40-49) placed Ben Casey first. 

ARB's February National esti- 

mates reveal that the program al- 
most as popular with the over 49ers 
was The Defenders. The show ap- 
peared third for that age group 
and third in overall female view- 
ing. Dick Powell was fourth, and 
Lassie, fifth. 

An analysis of the figures fails to 
turn up any one network as the 
women's appeal network. The dis- 
taff dial turners seem to favor NBC 
and CBS shows equally, each net- 
work having four of the females' 
favorites in the top ten. 








Estimated female viewers by age groups 


Ben Casey 
Dr. Kildare 

Dick Powell 



Eleventh Hour 


Going My Way 

Loretta Young 

































(rrime time general iliama shows) 15-28 February 1963 

Over 49 





Total Adult 




'Common market' seen 
for video programing 

A kind of "common market" 
concept of tv programing may be 
in the making, as advertisers, agen- 
cies, and audience continue to find 
favor with productions created in 
( Europe and other parts of the 
.world, reports George A. Graham, 
Jr., v.p. in charge of the NBC En- 
terprises Division. 

He said this direction was fore- 
cast during a week of intensive 
study of overseas tv markets held 
in New York and Hollywood by 
NBC executives here and seven 
field representatives of NBC Inter- 

Predicted was the ultimate con- 
version of the U. S. -to-overseas pro- 
gram pattern to a recriprocal plan 
that would bring programs pro- 

SPONSOR/15 aprii. 1963 

duced abroad to American tv au- 
diences. "New techniques, fresh 
story ideas and viewpoints might 
lend a virile and constructive in- 
fluence to American tv program- 
ing, and a type of 'common market' 
might easily develop," Graham 

A primary move to attain this 
goal, he added, would be increased 
U. S. aid and guidance to overseas 
producers, enabling them to gain 
a more thorough understanding of 
American tastes and preferences. 

Sponsors set for NBC 
golf spec, news series 

Two major advertisers have 
signed as co-sponsors of NBC TV's 
90-minute colorcast of the 11th an- 
nual Tournament of Champions 
go! I classic climax 5 May, and the 

network has also sold a new half- 
hour prime-time news program fea- 
turing Chet Huntley and David 
Brinkley to four sponsors for a 9 
September bow. 

Bankrolling the golf special, to 
be aired from the Desert Inn Coun- 
try Club in Las Vegas, will be Good- 
year Tire 8c Rubber, via Young & 
Rubicam, and Wilson Sporting 
Goods, through Campbell-Mithun. 

The new Hunt ley -Brinkley Re- 
port will replace the duo's 15-min- 
ute evening news show which has 
been a five-a-weeker since 29 Octo- 
ber 1956. To be "a news program 
all the way through," it will be 
sponsored by Reynolds Tobacco, 
via William Esty; American Home 
Products, Ted Bates; American 
Chicle. Bales; and Alcoa, Fuller & 
Smith & Ross. 

Meanwhile sponsors of three 



NBC News i\ programs have been 
cited l»\ the Saturday Review in the 
magazine's llih annual Awards lor 
Distinguished Advertising in the 
Public Interest. They are Bristol- 
Myers, loi an NBC White Paper on 
" The Battle ol Newburgh"; Gull 
Oil, runnel up lor The Tunnel; 
and Douglas Fir Plywood Assn. and 
Pittsburgh Plate (dass jointly, lor 
David Brinkley's Journal. 

Ford takes summer ride 

Foul vehicles, via J. Walter 
1 hompson, will again sponsor The 
Lively Ones on NBC TV as a sum- 
mer replacement Eor eight weeks, 
beginning 25 July. The half hour 
color program will replace the va- 
cationing Hazel, which returns for 
its third season in color 19 Septem- 

Negotiations are under way for 
Vic Damone to return as regular 
singing star and host, and producer- 


an hour 

staffs your station 

with IGM 

Get the details! Find the way to bigger 
audiences, lower costs, higher profits with 
unparalleled flexibility and consistently 
better sound. Write for free folder, "The 
Sound of Money." 

P. 0. Box 943, Bellingham, Washington 

director) BarrV Shear sa\s the pro- 
gram will Icaturc oil-beat showcas- 
ing of more than 3D musical head- 
liners. Segments will be taped out 
ol sequence, a huge number ol 
them on location, and Shear said 
this season's skein will introduce a 
new method ol integrating ani- 
mated subject mater with live per- 

Looking forward to: fames C. Hag- 
erty, ABC vice president in charge 
of news, special events, and public 
affairs, will be chief speaker at a 
joint luncheon of the Ad Club ol 
Boston and the broadcasting Ex- 
ecutives Club of New England at 
12:30 p.m. on 23 April in the 
Georgian Room of the Statler-Hil- 
ton Hotel. Boston. 

Financial report: NBC Radio sales 
so far this year are running 10i/ 9 f ' ( , 
over the Inst hall of 1962, itself a 
record breaker. Since the first of 
April, $2.1 million of new and re- 
newal business has been written. 
Since 1 January, $4.3 million in 
sales have been made to 35 adver- 
tisers, 21 of which are repeat ad- 

NBC comes to aid of etv 

NBC took a generous step last 
week to help New York City's new 
and financially shaky educational 
station stave off possible bank- 
ruptcy. The NBC board of direc- 
tors approved a contribution of 
$100,000 to WNDT in response to 
the station's plea for assistance. 

NBC had previously contributed 
5250,000 as had CBS which helped 
in the purchase of the station for 
conversion to an educational facil- 
ity. Said board c hail man Robert 
Sarnoff: "We recogni/e the prob- 
lems faced by WNDT in develop- 
ing an operation which can help re- 
lieve the shortage of teaching facil- 
ities and assist educational organ- 
izations, while providing a special- 
ized service to viewers in the com- 
munity. Although ultimately we 
believe the station must rely on 
those sources for its financial sup- 
port, the NBC contribution was 
granted to assist the station in meet- 

ing its immediate requirements." 
Programing notes: NBC News ex- 
ecutive vice president William R. 
Mc Andrew announced that nine 
lull-hour specials are in the works 
for next season covering such di- 
verse subjects as private art collec- 
tions, a train journey through the 
lion Curtain, and the life and cul- 
ture of modern India . . . Cartoonies, 
a new Saturday morning enter- 
tainment series featuring post-1958 
cartoons new to network tv and 
starring puppeteer and ventrilo- 
quist Paul Winched as host, de- 
buted 6 April on ABC TV (11- 
11:30 a.m.), sponsored by Mattel 
(Carson /Roberts) and Ceneral 
Foods (Benton 8c Bowles) . 


Stephen White named manager, 
special features, for NBC Radio. 

Kudos: Two awards b\ the Type 
Directors Club for typographic ex- 
cellence and design were presented 
John Graham, art director, adver- 
tising department of NBC. One is 
for "Twenty to Build On," an in- 
stitutional book on 20 of the net- 
work's award-winning programs of 
the '61-62 season and the other is 
for an ad which appeared in the 3 
November 1962 issue of "The New 
Yorker" titled "No Holiday for 
Stringers" which dealt with NBC 
coverage of the 1962 elections . . . 
Justice, an NBC Radio series, 
honored with a citation from U. S. 
Supreme Court Justice Tom C. 
Clark on behalf of the Federal Bar 
Assn . . . NBC board chairman 
Robert W. Sarnoff gets a special 
award from the National Council 
of Catholic Men in recognition of 
NBC's "33 years of creative leader- 
ship and cooperation in religious 
broadcasting" at a presentation to- 
night at Washington's Preview 
Theater of the Motion Picture 
Assn. of America . . . The annual 
ABC Radio-sponsored Edward P. 
Morgan Essay Contest drew high 
praise from Vice President I.vndon 
B. Johnson and other government 
officials including Senate Majority 
Leader Mike Mansfield (D-Mont.j, 
whose congratulatory statements 
before Congress have been printed 
in the Congressional Record. 


SPONSOR 15 aprii. 1963 

SPONSOR-WEEK Stations and Syndication 

Talman banks its ad wad 
on three more years of fm 

One of the nation's ten largest 
savings and loan associations and 
the second largest in Chicago, Tal- 
man Federal Savings and Loan 
Assn. has been reaping lots of new 
savers as a result of its sponsorship 
of a 6-8:30 a.m. program on 
WFMT, Chicago. Behind the early- 
morning show since 1956, the bank 
has just renewed for three more 
years with the Fine Arts Station, 
one of the longest contracts in 
broadcast history. 

According to Jonathan Pugh, ex- 
ecutive vice president of Talman, a 

, success which raised bank assets 
from $160 million to $375 million 
since 1956 is "a result of the high 
quality of audience attracted by 
the station's unique overall policies 
and WFMT's excellent handling of 
the commercial material." Talman 
uses only four commercials during 
each two-and-a-half-hour program. 

, "We don't want to wear out our 
welcome," said Pugh. 

The station, which broadcasts 

.more than 100 of its 135 hours of 
fine arts programing each week in 
multiplex stereo, reports 1963 bill- 
ings thus far are the highest in its 
1 1-year history. 

4 Star 2-horse parlay 
mounts new hr. block 

Advertisers seeking to place their 
sponsorship on the line for more 
hour syndication properties are 
being touted by Four Star Distri- 
bution Corp. for a new two-horse 
parlay — the teaming of the half- 
hour Rifleman and Dick Powell's 
Zane Grey Theatre as a one-hour 
Western block. 

Rifleman star Chuck Connors is 
currently at work at Four Star's 
Hollywood studios, filming intro- 
ductions and bridges which will 
make the parlay possible. The proj- 
ect calls for Connors to film a num- 
ber of intros to the "western hour" 
and bridges leading from Zane 
Grey into Rifleman and vice-versa 
— so that either can follow the 

Len Firestone, vice president- 
general manager of Four Star, said 

the idea of teaming two syndicated 
series via brand new film produc- 
tion is "revolutionary, as this is 
probably the first time that two 
shows have been so completely 
compatible as to make a back-to- 
back arrangement feasible." 

ABC TV affils elect board 

Mike Shapiro, general manager 
of WFAA-TV, Dallas, has been 
elected chairman of the board of 
governors of the AP>C TV Affiliates 
Assn. and Thomas P. Chisman. 
president and general manager of 
WVEC-TV, Norfolk, reelected vice 

The group gathered during the 
Chicago NAB convention to elect 
its leaders for the coming year. Her- 
bert Cahan, general manager of 
WJZ-TV, Baltimore, a new member 
of the board, was elected secretary; 
Martin Umansky, vice president, 
general manager of KAKE-TV, 
Wichita, was reelected treasurer. 

Other new members elected to 
the board: Joseph L. Brechner, 
president, WFTV, Orlando; Joseph 
F. HIadky, president, KCRG-TV. 
Cedar Rapids. HIadky was a former 
board chairman. 

Historically speaking 

Today (15) marks the 42nd 
birthday of WSPD. Toledo, and 
seems the ideal time for a little 
nostalgia regarding the birth of 
one of the bulwarks of the busi- 
ness, Storer Broadcasting. 

It was a case, most rare today, of 
a sponsor being so pleased with the 
results of his radio campaign he 
bought the station. The zealous ad- 
vertiser was Fort Industry Oil Co. 
of Toledo and the station was 
WTAL, which had started oul as a 
10-watter, broadcasting from a 
storeroom in the old Navarre Hotel 
in 1921. The gasoline trade name 
was "Speedene," which became the 
<all letters of the station in 1928 — - 
WSPD — and the parent company 
became Fort Industry Co., which 
became Storer Broadcasting Co. in 

New rep firm accelerates 
pitch to automotives 

Edwin R. (Dick) Peterson, Jr., 
hopes to spark additional national 
spot activity on the part of auto- 
motives and their by-products for 
the medium-size radio markets. To 


SPONSOR 15 april 1963 

Rocket ship carriers ITC to 3rd web slot 

Independent Television Corp.'s latest sale for network airing is its new half-hour "Fireball XLS," 
which this fall will join "Espionage" and "Fury" as ITC series on NBC. The series consists of 
39 segments of science fiction in 21st Century, filmed in the new Super Marionation process 


SPONSOR-WEEK Stations and Syndication 

accomplish this. Peterson lias signed 
up some 500 affiliated stations 
;kk)ss the countr) and is set to 
make his march on the Detroil 
giants as president o! Automotive 
Radio (.roup. Inc. (ARC.) . 

Although some ARG affiliates arc 
within the top .'!<* markets, the 
group has sought stations on the 

Savannah Sugar sweet 
on new syndie show 

The first advertiser to make a 
multi-market buy on United Artists 
Television's new The Lee Marvin 
Show for fall debut, Savannah Sug- 
ar will sponsor the show through- 
out its five-state marketing area. 

NBC gets a lift in Washington 

Three attractive WRC-TV staffers help boost the new NBC logo in place on the $4.5-million 
headquarters of NBC in Washington, D. C, the first station built from the ground up for color 
(1958). Helping beautify the edifice are (l-r) Helen Murphey, Lynda Van Nort, and Leanne Hull 

basis of their market si/e between 
30 and 300 in ranking. ARG ma\ 
be had as a single buy of 25 mar- 
kets or more and only a single con- 
tract is required. Uniform individ- 
ual stai ion alli<l.i\ its ol perform- 
ance are supplied. 

ARC . is lo( ated in the middle ol 
its main target area at 2338 Dime 
Building, Detroit. 

Major cities involved are Atlan- 
ta, Greensboro, Winston-Salem, Co- 
lumbia, S. C, Charlotte, Greenville- 
Washington, and Johnson City- 
Bristol. Savannah is also expected 
to purchase two additional mar- 
kets. The sale brings total markets 
to (>7 on the drama-actualif) show. 

Word from UA-TV's re-run sub 
sidiary, Economee, indicates that 

things on the sales side there are 
booming. Over 175 individual 
sales deals during the first quarter, 
including the NAB convention pe- 
riod, added S2.7 million in new 
business to the till. Leaders were 
The Aim Sol hern Slioxo, Hal Mrts- 
terson, and The Aquanauts. 

TvB taps top salesmen 

Congratulations to the five win- 
ners ol Tv B's "Outstanding Sales- 
men" competition. The men and 
the specific sales lor which they 
were c ited: 

Bob Saracen, WGAN-TV, Port- 
land, Medallion Home's building 
contractors; Bob Walton, WRBLf 
TV, Columbus, Ga., Mete all's 
Clothing Store; Bill Kelley, KDKA 
TV, Pittsburgh. Pittsburgh Nation- 
al Bank; Del Greenwood, KOA TV, 
Denver, Ridgewood Realty; Dick 
(anick. KTTV, Los Angeles, Lin 
ertv Records. 

WINS billings up 50% 

First quarter business at WINS, 
New York, accounted for the largest 
volume for January-March in the 
history of the station as well as the 
largest percentage increase in vol- 
ume ever, according to sales man- 
ager Arthur Harrison. 

A 50% gain over the Inst quarter 
of 1962 does not include additional 
billings resulting from the New 
York newspaper strike. 

(For further news on WINS, 
see picture story on page 12.) 

The joke's on Gainesville 

Gainesville radio fans ate still 
slightly red in the lace lot having 
fallen so hard lot an April Fool's 
Dav prank engineered bv WGGG 
general manager W. F. Minshall. 

A story in the 31 March local 
papei announced that Minshall had 
fired the entire regular staff of an- 
nouncers, d.j.'s and newsmen and 
that the station would cany on 
with a new stall. To confirm it. 
each membei signed oil lot good 
over the weekend and with such 
authenticity that the station's 
phones were ringing constantly as 
irate listeners called to complain. 

Who i an the c itv on I April isn't 


: 1:tn 15 APRIL 1961 

dear. I)iii WGGG had the mosl 
distinguished lineup oi d.j.'s and 
newsmen around. Civic and busi- 
ness leaders and representatives 
from all walks of lite billed them- 
selves and took to the airwaves. 
Some new-born stars: funeral di- 
rector '"Dapper Dick Williams,'' 
i lothing store owner "Bobbin' Rob- 
bins," tax collector "Ivy League 
Hillbilly." "Newsman Wild Bill 
Mitchell," executive secretary ol the 
Chamber ol Commerce, read a tele- 
gram from "JFK" in Washington 
asking that Minshall reconsider his 
decision to fire the old start "thus 
adding to the unemployment prob- 

8 vie for station Emmy 

Entries from eight tv stations 
have been chosen from 60 aspirants 
as finalists to compete lor a "sta- 
lion award" Emm) this year, the 
Inst time such a categor) has been 
sci up b) the Academy ol TV Ails 
and Sciences. Final judging will be 
by Burton Benjamin, chairman ol 
the Station Award Committee, and 
NBC's Ben Grauer. 

The award is lor the outstanding 
programs produced b\ local com- 

mercial iv stations in the U.S. deal- 
ing with a significant issue in the 
station's community. 

Finalists are: WBAL-TV, Balti- 
more, lor The Dark Corner; WCBS- 
TV, New York, for Superfluous 
People; KING-TV, Seattle, lor Sus- 
pect; WKY-TV. Oklahoma City; foi 
Time's Man; WBBM-TV, Chicago, 
lor The Wasted Yens: KBTV, 

m a h a , for Operation SOS; 
KNXT, Los Angeles, lor Burden <>l 
Shame; and WCAU-TV, Philadel- 
phia, lor Conformity. 


That's hospitality: An all-expense 
week-end lor two in Los Angeles, 
hosted b\ Leslie Nielsen, star of 
The New Dreed, fell to 'Lorn F. 
Gibbens, president and general 
manager of WAFB-TV, Baton 
Rouge. Gibbens' name was chosen 
from among hundreds that entered 
the drawing in ABC Films' hospi- 
tality suite during the NAB con- 
vention in Chicago. On tap are 
tours of the metropolitan scpiad ol 

1 he Los Angeles Police Depart- 
ment, the law enforcement group 
which inspired the series, and the 
Los Angeles Police Academy. But 

there's a less serious side which i ti> 
eludes dinner ai Scandia's, a tour 
ol the Wall l)isne\ Studios and 
Disneyland and a \ isii to ABC TV's 
Television City. 

Jolly good fellows: A one-drink-a 
year group, the ABC: Films Alumni 
Assn. got together al the NAB Con- 
vention lor its sole meeting of the 
year and elected its officers. George. 
T. Shupert. presentl) L'Oth Centurv- 
Fox vice president, will helm the- 
group as president until the next 
meeting— at next year's NAB con-, 
vent ion. 

Sales: The Rifleman has racked up 
S525,00O in sales during its Inst 
two weeks in oil-network syndic a- 
lion, says Four Star Distribution. 
Pace was set with sales to K 1 LA, 
Los Angeles, KTVI, St. Louis, 
KPIX. San Francisco. WDAF, Kan 
sis City, and WOC. Davenport . . . 
ABC Films sold Mli hour episodes 
of The Neiu Dreed to the Metro- 
politan Broadcasting tv stations, 
launching it lor general distribu- 
tion. It had been limited to only a 
handful ol test markets . . . NBC 
Films sold 8Hh Precinct in Hi mar- 

'iiiiiiiiiim mi iiiiiiihiiiiih:,! 


Newsmakers in tv/radio advertising 

William B. D. Putnam has been 
elected a vice president of 
Fletcher Richards, Calkins & 
Holden. Putnam was recently 
appointed account manager on 
Eastern Air Lines to handle cre- 
ative requirements of the ac- 
count and supervise a newly 
formed advance planning group. 
Putnam has been associated with 
FRCcvII since 1951. 

Robert J. Guthrie has joined 
Wesle\ Associates as media di- 
rector. Previously, he had been 
associated with Weed Television 
Corp. as an account executive. 
A graduate of Manhattan Col- 
lege, he holds a law degree from 
Fordham University. He has 
practiced law and has also been 
with NBC, ABC, Cunningham 
8c Walsh and Riedl & Freede. 

/ictor G. Bloede, formerly senior 
..p. and director of creative serv- 
ces at Benton & Bowles, was 
>ronioted to executive v.p. and 
nanagemeni supervisoi on the 
lousehold soap products division 
ii count ol Procter & Gamble. 
iVhit Hobbs, who joins the 
igenc\ I May from BBDO, was 
lee led senior v.p. in charge ol 
reative services and a director. 

Edward N. (Nick) Anderson, Jr. 

has been named advertising and 
promotion manager for the Birds 
Eye division ol General Foods. 
Anderson had been Philadelphia 
district sales manager for the 
company's Maxwell House divi- 
sion since September 1961. He 
joined the organization in 1957 
in the former Baker-Gaines di- 
vision and named to MH later. 

-II- llllllllilMIII!l!llll!llll!!G 

SPONSOR 15 APRii 1963 65 

SPONSOR-WEEK Stations and Syndication 

ki'is to date and The Deputy sold 
to Fuller & Smith & Ross, Los An 
geles, for iis client Scott Motors 
which will distribute the scries to 
13 markets, the first large-scale t\ 
investment l>\ ihis company . . . 
Walter Reade-Sterling's Adventure 
Theatre sold to WXYZ, Detroit, 
bringing total markets to 30. 

New properties: Screen Gems will 
syndicate ihe off-ABC TV scries ol 
Winston Churchill: The Valiant 
Veins. There are 26 half hours and 
one 60-minute episode . . . SG is 
also selling Naked City, currently 
completing a four-year stint on 
VBC TV. WPIX, New York, and 
WGN-TV, Chicago, have signed so 
far, cadi taking 99 hours and 39 
hall-hours . . . The colorful life 
and career of Ce< il B. De Mille will 
be the basis of a tv special next 
Mason. Produced by MGM TV 
with cooperation of Paramount 
Pictures and the Cecil B. De Mille 


WALA-TV is the only Mobile sta- 
tion that also delivers city-grade 
coverage in Pensacola . . . 
PLUS coverage of the rich Missis- 
sippi Gulf Coast; the industries 
and military installations of West 
Florida and dozens of inland cities 
and towns. 



The WALA-TV Market- 
nearly $2 BILLION to spend! 

Select Stations, Inc. 


Clarke Brown Co. 



Trust, it will be either 60 or 90 
minutes called The World's Great- 
est Showman. It was conceived and 
will be produced by Stanley Rob- 

New quarters: Seven Arts Produc- 
tions and Seven Arts Associated 
now located in the Pan Am Build 1 

in<>. 200 Park Avenue. New York 
17. Phone number is 972-7777. 

Grass Roots 

NAB tv board: Joseph F. Baudino, 
Westinghouse; John F. Dille, Jr., 
WSJV-TV, South Bend-Elkhart; 
and Glenn Marshall. Jr.. WJXT, 
Jacksonville, are newly elected 
NAB tv board members. Re-elected 
at meeting in Chicago were: Otto 
Brandt, KING-TV, Seattle: Robert 
F. Wright. WTOK-TV, Meridian. 
Miss.; and James I). Russell, 
K.KTV, Colorado Springs. 

Financial reports: Chris-Craft In- 
dustries and its subsidiaries for the 
year ended 31 December had con- 
solidated revenues of S60.399.700, 
compared with 1961 revenues of 
$67,595,931. Net earnings amounted 
to $2,084,893, equal to SI. 51 per 
share, compared with 1961 earn- 
ings ol $2,298,750 or SI. 67 per 
share. Non-recurring gains from 
the sale of the operating assets of 
K.TVT, Ft. Worth, and from the 
recent sale by Nafco Oil and Gas 
of certain oil and gas interests in 
Wyoming, contributed 67 cents per 
share to 1962 earnings. There 
were similar non-recurring gains in 
1961 which added 29 cents a share 
. . . Wometco Enterprises first quar- 
ter gross income was up over 1962 
b\ approximately 13% (to about 

Changing hands: Tahoe Broadcast- 
ers, Inc., sold KOWL, Lake Tahoe. 
Cal.. to KOWL, Inc., a new corpo- 
ration from Palo Alto. Buying 
group is headed by Jackson R. 
Stalder and C. Kenneth Hilde- 
brandt, former manager of KYA, 
San Francisco, and general man- 
ager of KMYR, Denver. The sale. 

handled b\ Lincoln Dellar, was 
for $185,000 . . . KDOM, Winclom, 
Minn., sold subject to FCC ap- 
proval by Robert I). Thompson to 
Ralph Wylie Sterling for $40,000. 
1 lamilton-Landis brokered the sale. 

Nightcap: There are plenty of in- 
somniacs in the twin cities, or so 
tec cut mail pull promotions con- 
ducted on Hobbs program 
of WCCO and The Late Show of 
WCCO-TV would indicate. The 
all-night radio program offered lis- 
teners chance to win three porta-: 
ble transistor radios. Offer was fea- 
t in eel on only nine broadcasts and : 

piliilllllllllllllllllllllllililillllllllllliimiiliiiiiliiii iiiiiiiiiiiiiiiiiiiii:ii 

TvB Sales Clinic Dates 

15 April 

16 April 

17 April 

19 April 

22 April 

23 April 

24 April 

25 April 

26 April 

29 April 

30 April 

Fort Wayne 






Grand Rapids 












Des Moines 










onh during the first and last hall- 
hours of each show (10:30-11 p.m. 
and 1:30-5 a.m.). A total of 12,4 J 
pieces of mail were received I mm 
.">() states, the District ol Columbia 
four provinces in Canada and one 
Mexico territory more than 1 .S00 
miles from Minneapolis-St. Paul. 
An "Ah Spring" contest on The 
Late Show asked viewers to guess 
the exact temperature at the time 
of the Vernal Fquinox (2:20 a.m. 
21 March). A total of 7, 3") 7 entries 

SPONSOR 15 april 1963 


.lined in with guesses ranging from 
^0° below to 60° above. The grand 
>ii/e winner who knew that it was 
8° above zero, received a trip for 
wo to Mexico City and a week's 
acation there. 

•iports sales: KWKVV, Los Angeles, 
Spanish-language station, signed 
White Front Stores as co-sponsor of 
.varm-up segments and lull sponsor 
>l wrap-up broadcasts to all Los 
\ngeles Dodger games for the en- 
ire baseball season. Agency is 
R.echt Advertising . . . Monroe 
Yuto Equipment will sponsor New 
> oik Yankee Baseball Warmup 
iriow preceding each Yankee game 
)\er WCBS, New York. 

Programing notes: On 25 April, 
<vDKA-TV will present a live, 90- 
ninute play in cooperation with 
he Pittsburgh Playhouse. The ve- 
licle selected for this experiment 
n "Broadway fare" is "Angel 
Street," written by Patrick Hamil- 
on and formerly titled "Gaslight." 
Jtoney's Brewery purchased two 
birds . . . KCBS (AM & FM), San 
7 rancisco, premiered a new series 
ailed Words and Music, being 
broadcast every weekday evening 
ram (5:35-7 p.m. and featuring top 
lames from the world of music, 
iach guest will tell how a certain 
nusical selection played a key role 
n his or her career or personal life 
. . WFOL (FM), independent 
tereo fm station in Cincinnati, has 
igned as exclusive (in the city) 
ubscriber of Radio Press Tnter- 
lational for expanded news broad- 
asting . . . WFTL, Fort Lauder- 
lale, is presenting a history of the 
ity in a series of daily five-minute 
apsides called A Page out of His- 
ory. Written by August Burghard, 
resident of the local Historical 
Society, the programs are spon- 
ored by the First National Bank 
n Fort Lauderdale. 



die ii 

37 enff 

>Jew call letters: WRGR has as- 
umed the new letters of WPXE, 
-tarke, Fla. The PXE stands for 
Pixie." The "whimsical" station 
\as purchased last month by 
eorge Gothberg, Radio, Inc. 

i^xtra curricular activities: Bonnie 
Vallis, woman's director and host- 
ss on KBOI-TV, Boise, daytime 
how, accepted an invitation from 

Sporting a stole for spotting a spot 

Watching WCCO-TV, Minneapolis, paid off for a school teacher and sales clerk when the teacher 
followed instructions on a Bristol-Myers commercial and purchased Softique bath oil so she could 
enter a sweepstakes. Sporting mink stoles presented on WCCO's "Around the Town" are the 
teacher, Mr. Janice Love (I), and the clerk who validated her entry, Mrs. Doris Van Winkle 

Secretary of Defense Robert S. Mc- 
Namara to serve on the Defense 
Advisory Committee on Women in 
the Services for the next three years 
. . . John P. McGoff, president of 
Mid State Broadcasting and gen- 
eral manager of Mid State Net- 
work, named deputy chairman of 
Our Livelihood Day of the tenth 
anniversary Michigan Week, 19-25 
May . . . Fred E. Walker, recently 
appointed general manager of 
KDKA, Pittsburgh, elected to the 

board of directors of the American 
Wind Symphony Orchestra and ap- 
pointed to the journalism advisory- 
board of Point Park junior Col- 


Harold Waddell, general manager 
of WKBZ, Muskegon, elected to 
the board of directors of WKBZ 
Radio Corp. and named executive 
vice president. 

PONSOR/15 april 1963 

But which end does the music come out? 

Richard Maltby, composer-arranger-performer and commercials backgrounder, is looking for the 
first owner of this "kookiephone," which he found in a second-hand shop. Checking, he found it 
was made in 1905 and is one of a kind — a double-belled horn giving stereo effect by echoing 





RATES are rates the 
world over, and ours 
are competitive 
($22.50 for 3 nega- 


something else again 
.... ours is superla- 

And SERVICE is still 

another matter .... 
ours is unbeatable! 

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiraiiniiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiini 


111 W 56th St., N.Y.C. 19 
212 CI 6-3476 


Charles Rutledge to president of 
Westmoreland Broadcasting Corp., 
WO TW, Latrobe, and John "Jay" 
Stewart to secretary-treasurer and 
genera] manager of the station. 
William F. Sherry to local sales 
manager of WIBG, Philadelphia. 
John Schermerhorn to manager of 
sales promotion and public rela- 
tions of WKOW (AM & TV), 

Allan Israel to promotion manager 
ol WOXR, New York, succeeding 
Elliott Sanger, Jr., who becomes 
"The Times*' director of news pro- 
grams on the station 
Jack Manning to general manager 
ol KGLA (FM), Los Angeles. 
Harold Hirschmann to sales man 
ager of KEWP>, San Francisco/Oak- 
land, replacing Dick Ullman, Jr. 

Charles G. Pye, Jr., to executive 
vice president and general man- 
ager of WORL, Boston. 
Jack Berning, formerly sales man 
ager for WFIE-TV, Evansville, to 
general sales manager for KTVT, 
Dallas-Fort Worth.' 
Al Nelowet to local sales manager 
lor WAVY, Norfolk. 
Michael Denson to the newly- cre- 
ated post of director of informa- 
tion services for the Society of 
Motion Picture and Television En- 

John Henry Faulk requested a re- 
lease from his contract with WINS, 
New York, to devote more time to 
completion of his forthcoming 
book for Simon &: Schuster and to 
his tv activities. 

John F. Bayliss to director of the 
western region radio division of 
Producers, Inc., which acquired 
K.XOA, Sacramento, on 1 April, 
and has application pending FCC 
approval for KJAX, Santa Rosa. 
Joseph W. Roberts to executive 
vice president of Muzak, a new 

Hugh F. Del Regno named con- 
troller for KHJ (AM 8e TV), Eos 

Ralph O'Brien to assistant mer- 
chandising manager of Springfield 

Kudos: The Associated Press Radio 
and Tv Assn. awarded plaques to 
three members for outstanding 
achievements in cooperative news 


coverage during 1962. The\ are: 
WCAU, Philadelphia; KYNO, Firs 
no; KYSS, Missoula. Eight other sta 
lions received honorable mention 
certificates . . Bill Whalen, news 
director of WNAC, Boston, and 
Yankee Network News Service, 
elected chairman ol Massachusetts 
Associated Press Broadcasters Assn. 
Ben Summers, news director ol 
WMRC, Millorel. became vice- 
chairman . . . General Federation 
of Women's Clubs presented its an- 
nual award lor broadcasting to 
Harry Thayer, station manager of 
WGHO, Kingston . . . Nebraska's: 
Legislature passed unprecedented' 
resolution praising WOW, Omaha, 
for 10 years of public service to the ■ 
state. Station observes its anniver- 
sary during April . . . Metropolitan 
Broadcasting's WHK, Cleveland. I 
won first Air Force Award of 1%.H 
for "outstanding public service to 
the recruiting program of the U.S. 
Air Force . . . Marianne Tomlin- 
son, women's director of WRF1), 
Columbus-Worthington, elected 
president of the Ohio Chapter of 
the American Women in Radio 
and Television . . . Alma John, di- 
rector of women's activities foi 
WWRL, New York, received cer- 
tificate of merit from U.S. Air Force 
Recruiting Service for her public 
service and on-the-air activities in 
its behalf. 


Rep appointments: K.DWB, Min 
neapolis-St. Paid, to Robert E. 
Eastman . . . WNFO (FM), Nash 
ville. to Herbert E. Groskin . . . 
WJAY, Mulins, S. C. to T-N Spot 
Sales . . . KXOA, Sacramento, to 
Blair Radio. 


Michael McNally to the Chicago 
office of Metro Radio Sales as ac- 
count executive, from WBKB, Chi- 

Edward Rohn and Robert Lewis, 
both radio account executives will) 
Edward Petry, to group sales man- 
agers, newly-created posts. Report 
ing to Martin Percival, eastern 
sales manager, each man will su- 
pervise a unit of the ten-man New 
York radio sales force. 
Mario Messina to Clarke Brown's 
southwestern office at Dallas to 
manage and handle sales. 

SPONSOR 15 aprii. 1963 



By Lee P. Mehlig 


Broadcast Clearing House 

Radio: walking before sprinting 

The NAB convention brought in- 
to troubled focus tour problems 
keyed to radio's current and con- 
tinuing rock) road. Radio's indus- 
try leadership is taking stronger 
stances but station management at 
the local level must do the same — 
starting right now. 

Time after time at the NAB con- 
vention, and in daily discussions 
with station men and their repre- 
sentatives, we heard voiced these 
lour key problems for radio. They 
are the reasons for radio's financial 
pallor. The signs of ailment are 

Radio station profits are down, 
the FCC tells us. National spot 
radio advertising is down about 
:''; yet national advertising gen- 
erally is up about 3%. Thus radio 
is losing while other media are 

Why? Because of these lour prob- 
lems: (1) ratings, (2) rates, (3) 
television and (4) paper. Are there 

Is there a solution to ratings? 
Where is the magic, inexpensive 
solution to accurately, honestly de- 
iermine where 181 million Ameri- 
cans are listening on 175 million 
radio sets? No one has shown a 
way to pin clown listening in the 
ar, attic, den, basement, kitchen, 
)echoom, bathroom, on the street 

or beach. Nor, it and when such 
a plan is devised, will it tell how 
much listening is done . . . by how 
many people . . . where . . . for how 
long ... to how many stations . . . 
the kind of actual listening being 

Radio is out there, selling more 
sets every year and getting results 
despite the lack of answers to these 
questions. But this doesn't change 
the cut in business because radio is 
unable to answer agency questions, 
to get the needed figures which get 
the business. Immediacy of solu- 
tion? No. 

Is there a solution to rates? When 
will more — many more — station 
owners and managers reali/e that 
overhead plus profit margin means 
a business? When will they see 
there are costs of doing business 
plus the amount they need over 
and above these costs to make it all 
worthwhile? Station operators 
should stop kidding themselves 
with so-called fat contracts loaded 
with discounts that boil down to 
wheel-spinning and, most times, a 

The day that salesmen stop bring- 
ing in orders and start coming back 
with profitable rate-card orders is 
the day agencies will reali/e radio 
men do know their product enough 
to believe in it and to stand up 

Lee P. Mehlig, co-founder (is well 
as president of Broadcast Clearing 
House, was executive vice president 
until eletted to the top post in De- 
cember, 1962. Prior to formation 
of BCH, he was vice president and 
co-owner of KGMC, Denver. As 
head of BCH he headquarters in 
New York, hut spends much of his 
time in the Chicago, Los Angeles 
and San Francisco offices. Mehlig 
and his family live in Darien, Conn. 

and fight aggressively for it. 

That same clay . the agencies will 
be convinced station men are busi- 
nessmen, not day-to-day peddlers. 
The solution? None is imminent. 

Is there a solution to television? 
Who needs one? Tv is tv and radio 
is radio. Radio has its own indi- 
vidual characteristics of imagina- 
tion and speed, of being everywhere 
with incredible timeliness. When 
three to four times as many radio 
sets are sold than tv, why worry? 
Dig into your own product's merits 
and sell radio. 

Solution? None . . . and none is 

Is there a solution to paper? 
Who's radio's customer? The agen- 
cy. Who's the station's national 
sales partner? The rep. The sta- 
tion operator must be interested 
and involved in both their prob- 
lems. Profit appeals to them as well 
as to him. II radio is a profitable 
commodity to buy and to handle, 
il it is effective, agencies will use 
none of it for their clients. 

But paperwork — the massive de- 
tail involved in spot radio cam- 
paigns — is unprofitable for many 
agencies and costly for every rep 
and station. Broadcast Clearing 
House provides many of the an- 
swers to the paper problem — but a 
partial answer is still a constructive 
and solid start to the solution ol a 
basic industry problem. BCH. work- 
ing today with 75 advertising agen- 
cies all over the country, has sim- 
plified and streamlined procedures 
in spot buying, adjusting, and bill- 
ing as well as payment. It has 
standardized one order form which 
is used b\ all three parties involved 
in national spot radio — the agency, 
the rep, and the station. 

In shaking clown radio's four 
problems, we find the box score 
shows: One: tv, just isn't a problem 
—if radio is sold right. Another, 
paperwork, is well on the way to 
being solved. Thus the two big 
issues confronting station manage- 
ment and clamoring for solution: 
rates and ratings. 

These need immediate, minute- 
to-minute study, appraisal and con- 
clusions on which action can be 
taken. Radio must walk before it 
can run . . . and it must start walk- 
ing now. ^ 

PONSOR 15 aprii. 196.'} 




Presicli in and Publisher 
Norman R. Glenn 

Executive Vice President 
Bernard Piatt 


Elaine Couper Glenn 



Robert M. Grebe 

Executive Editor 
Charles Sinclair 

Managing Editor 
Mary Lou Ponsell 

Ait Editor 
Maury Kurtz 

Scnioi Editors 

Jo Ranson 

H. William Falk 

Associate Editors 

Jane Pollak 
Barbara Love 
Audrey Heaney 

Copy Editor 

Tom Fitzsimmons 
Special Projects Editor 

David G. Wisely 

Assistant Editor 

Niki Kalish 

Chicago News Bureau 
Winifred Callery 


General Sales Manager 
Willard L. Dougherty 

Southern Sales Manager 
Herbert M. Martin Jr. 

Midwest Manager 
Paul Blair 

Western Manager 
John E. Pearson 

Northeast Sales Manager 
Edward J. Connor 

Production Manager 
Nancy McAllister 

Sales Secretary 

Mrs. Lydia D. Cockerille 


Jack Rayman 
John J. Kelly 
Mrs. Lydia Martinez 
Anna Arencibia 
Mrs. Lillian Berkof 


Assistant to the Publisher 
Charles L. Nash 


Mrs. Syd Guttman 
Mrs. Rose Alexander 

General Services 
George Becker 
Madeline Camarda 
Michael Crocco 
Dorothy Van Leuven 
H. Ame Babcock 



Significant news, 
trends, buys in national 
spot tv and radio 


Van Heusen shilis readying a campaign of nighttime minutes ;nk1 sports 
to start I May and run through 15 June in 1 L\"> markets. Buyer at Grey 
(New York) is ferry Rettig. 

Heinz Baby Foods and Ketchup going into 56 markets for a six-week 
drive to begin 12 May. John I.ivoii at Maxon (New York) buying prime 
and fringe minutes. 

Ex-Lax directing a four-week campaign at the distaff audience in 15 
markets starting 22 April. Buyer at Warwick & Legler (New York) is 
Jim Reams, who's looking for daytime and fringe minutes. 

Dristan Nasal Mist, through buyer Mike Tomasone at Tatham-Laird 
(New York), purchasing nighttime minutes for a campaign to begin 
in April for a three-week duration. Drive, aimed at the adult audience, 
but particularly women, is planned for about eight markets, all located 
across the northern hall of the country. 

Eastman Kodak buying nighttime minutes and chain breaks lot a cam- 
paign starling 12 May to inn through 15 June. Buyers are foan Ashley, 
Martha Toman, and George Heffernan at J. Walter Thompson (New 

Waterman-Bic pens and pencils slated for a four-week campaign to begin 
7 April. Marty Foody at Ted Bates (New York) interested in nighttime 

Lehn & Fink Products supplementing and strengthening Lysol Spray 
campaign which started in mid-March by adding fringe and daytime 
minutes in several top markets. These supplementary spots will be aired 
starting 22 April for ten weeks. Buyer is Bob Kutsche at Geyer Morey 
Ballard (New York). 

Lever Bros. Lipton Tea buying five- and ten-minute news or weather 
programs and early and late evening fringe minutes through Steve Suran 
at SSC&B (New York). Campaign due to start 5 May for 13 weeks. 

Hi-C buying a 19-week campaign of minute spots for a 29 April start 
date. Fred Goldstein at Dancer-Fitzgerald-Sample (New York) is the 

Pacific Hawaiian Products' campaign for Carbonated Fruit Beverages set 
for a 1 May start to run 26 weeks using minutes. Ralph Payton at Esty 
(New York) is the buyer. 

Continental Baking now buying day and nighttime minutes for a Won- 
der Bread campaign to start 22 April for a three-week run. Perry 
Seastrom at Ted Bates (New York) is the buyer. 

Continental Baking's Hostess Pastry campaign of clay and nighttime 
minutes being bought at Ted Bates (New York) by Art Goldstein. Start 
date is 13 Mav for a six-week run. 


Win. Underwood Ham buying minutes, 30s, and I.D.s through Eileen 
Conradi at Kenyon &: Eckhardt (Boston) for a campaign expected to 
start 6 May for 13 weeks. # 

SPONSOR 715 april 1963 



in lv 

j wl( 

We've gone to Japan . . . 

o bring you Volume 6 


he finest product of the Japanese film industry- 
iward winning films such as "The Island," 
md "Rashomon." These and many more films 
rom Germany, France, Italy, and England 
..the best the world has to offer... are all in 
Volume 6, "The International Volume," 
Seven Arts' new release of "Films of the 50's." 




A Subsidiary of Seven Arts Productions, Ltd. 

New York: 200 Park Avenue • 972-7777 

Chicago: 4630 Estes, Lincolnwood, III. • OR chard 4-5105 

DALLAS: 5641 Charleston Drive • ADams 9-2855 

Los Angeles: 3562 Royal Woods Drive, Sherman Oaks, Calif. • STate 8-8276 

Toronto, Ontario: 11 Adelaide St. West • EMpire 4-7193 

For list of TV stations programming Seven Arts' "Films of the 50's" 
see Third Cover SRDS (Spot TV Rates and Data) 
Individual feature prices upon request. 


New York WABC-TV 

Washington, D.C WRC-TV 

Chicago WGN-TV 

Detroit WJBK-TV 

Orlando WDBO-TV 

Portland, Ore KPTV 

Youngstown WFMJ-TV 

Jackson, Miss WLBT 

Boston WHDH-TV 

Los Angeles KNBC 

Lancaster WGAL-TV 

San Diego KOGO-TV 

Wilkes Barre WBRE-TV 

Pensacola WEAR-TV 

Portland, Me WCSH-TV 

New Haven WNHC-TV 

Minneapolis KSTP-TV 

Dayton WHIO-TV 

Denver KLZ-TV 

Buffalo WBEN-TV 

Indianapolis WLW-I 

Pueblo KOAA-TV 

Sherman KXII-TV 

Greenville, S.C WFBC-TV 

Seattle KING-TV 

Flint WJRT-TV 

Newport News WAVY-TV 

Sioux Falls KELO-TV 

Yuma KIVA 

Albuquerque KOB-TV 

San Antonio KONO-TV 


Las Vegas KORK-TV 

Fresno KMJ-TV 

Sacramento KCRA-TV 

Billings KOOK-TV 

Butte KXLF-TV 

Great Falls KFBB-TV 

Idaho Falls KID-TV 

Twin Falls KLIX-TV 

Montgomery WSFA-TV 

Atlanta WSB-TV 

Houston KHOU-TV 

El Paso KTSM-TV 

Pittsburgh, Kan KOAM-TV 

Jacksonville WJXT 

Salinas KSBW-TV 

Rapid City KOTA-TV 

Wichita Falls KFDX-TV 

Tarn pa- 
st. Petersburg WFLA 

San Francisco KRON-TV 

Lubbock KCBD-TV 

Boise KTVB 

Syracuse WNYS-TV 

Salt Lake City KSL-TV 

Miami WCKT 

Charlotte WBTV 

Missoula KMSO-TV 

Baltimore WMAR-TV 


Sweetwater KBRC-TV 


Dallas WFAA-TV 

Johnstown WJAC-TV 

Milwaukee WITI-TV 

Tucson KVOA-TV 

Eugene KVAL-TV 

Columbus, Ga WTVM 

Amarillo KFDA-TV 

Roswell KSWS-TV 

Knoxville WATE-TV 

Rockford WREX-TV 

Madison WKOW-TV 

Shreveport KSLA-TV 

Phoenix KTVK 

Sioux City KVTV 

Grand Rapids WOOD-TV 

Midland KMID-TV 

Alexandria KCMT 

Green Bay WFRV 

Cleveland WEWS 

Bangor WLBZ-TV 

Binghamton WBJA-TV 

Spokane KXLY-TV 

Lexington WKYT 

Valley City KXJB-TV 

Columbia, S.C WIS-TV 

Cape Girardeau KFVS-TV 

Burlington WCAX-TV 

Eau Claire WEAU-TV 

St. Louis KSD-TV 

Jefferson City KRCG-TV 

Rock Island WHBF-TV 

Des Moines WHO-TV 

Harrisburg, III WSIL-TV 

Brownsville, Harlingen- 
Weslaco KRGV-TV 




t > 







DANGERS p. 29 

One-hour tv news 
programs sweep 
the U. S. P. 33 

22 APRIL 1963— 40c a copy ' $8 a year 


















PRESIDENT: James H. Gray 
GEN. MGR.: Raymond E. Carow 


Venard, Torbet, McConnell, Inc. 

James S. Ayers Company 


» ♦ ♦ 

• ♦ 4 


I " 

m m 






"NAKED CITY" is one of the most 
talked-about, most acclaimed action 
series ever made— consistently deliv- 
ers top audiences for leading adver- 
tisers. It's the series that Newsweek 
Magazine, in its March 4, 1963 issue, 
described as "the best and most 
stylish show on American television 
. . ." It's the series that won three 
"Emmy" awards as well as two 

For full details, contact 


"NAKED CITY" is the action series so 
unique in concept it can be played 
any hour of the broadcast day. And 
now its superb production ... its first- 
rate dramatic writing ... its big-name 
guest stars can be yours in your mar- 
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it's just sold to WPIX New York, WGN- 
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St Paul, WBAY-TV Green Bay and 
WNEP-TV Scranton-Wilkes-Barre. 




OLD FAITHFUL: Even man's best 
friend gets to know us pretty well, 
because the family he lives with 
spends a lot of time tuned in. Metro 
share in prime time is 91%, and 
homes delivered top those of any sta- 
tion sharing the other 9%. ARB, 
Nov.-Dec, 1962) Your big buy for 
North Florida, 
South Georgia, and 
Southeast Alabama is 





National Representatives 


22 APRIL 1963 

Vol. 17 No. 16 

Key Stories 

ADVERTISERS FIGHT PROBE PANIC / Ratings aftermath could bring 
too hasty changes in samples, methods, say big air spenders, who sound 
a note of caution. OQ 


of news programs to (>() minutes has become successful venture on many 
tv stations with long list of sponsors on waiting lists. 33 

"major" in timebuying and selling under the tutelage ol experienced 
practitioners in the field. 36 

NEW IMAGE FOR MILK / New York broadcasters stage successful drive 
to boost milk sales, while California dairymen campaign to sell drink's 
"sophisticated" image. 38 

NETWORK MOVIES: A GOOD TV BUY? / Weekly film schedule in prime 
time on NBC TV being doubled in the fall; ABC TV pulls out, while 
CBS TV opposes the practice. 40 

free area on retailer's premises. In-store traffic attracted by telecasting 
operations. 43 

Sponsor-Week / News 


Top of the News pp. 11, 12, 14 / Advertisers p. 52 / Agencies p. 52 / 
Stations p. 58 / Syndications p. 58 / Representatives p. 62 / Net- 
works p. 56 

Sponsor-Scope / Behind the news 


Data Digest / Effective measurements for radio 


Spot-Scope / Developments in tv/ radio spot 


Timebliyer's Corner / Inside the agencies 


Washington Week / FCC, FTC, and Congress 



Publisher's Letter p. 6 / Commercial Critique , 
p. 48 / Radio/Tv Newsmakers p. 66, 67 / 555 |^ 
Fifth o. 24 / Calendar d. 24 

SPONSOR <g| Combined with TV ®, U.S. Radio ®. U.S.FM <g). Executive. Editorial, Circulation, 

, Advertising Offices: 558 Fifth Ave.. New York 17. 212 Mlrray Hill 7-KllSO. Midwest Offices: 612 N. 

'„ Michigan Ave., Chicago 11, 312-664-1166. Southern Office: 3617 Eighth Ave. So.. Birmingham 5, 

205-322-6528. Western Office: 601 California Ave.. San Francisco 8. lir> YU 1-8913. l.os Angeles 

*phone 213-464 8089. Printing Office: .illii Him Ave., Baltimore 11, Md. Subscriptions: U. S. $8 1 

\\* year. Canada $9 a year. Other countries $11 a year. Single copies 40c. Printed USA Published 

ucrkly Second class postage paid at Baltimore, .Md. 

1963 SPONSOR Publications Inc. 

SPONSOR/22 april 1963 


C annel 2 leaves the other 
st ions "flat" in the race for 

.. wnen viewers! Here's the 
last proof that WJBK-TV is the 
bi favorite with the gals who 
d< the big buying in booming 

jr sctheastern Michigan: 


VJBK-TV 119,005 

4)% More than 

Station B's 79,809 

1 6% More than 

Station C's 44,722 

. 319% More than 

Station D's 26,483 

•9 1-5 PM M-F Avg. NSI, February. 1963 

, C; your STS man for avails 
at cash in with bigger sales! 













Representatives for all 

Storer television stations. 





/ 1.407.000 people 

436,950 households 
/ $2,709,761,000 Consumer Spendable Income 
/ $1,916,702,000 Total Retail Sales 
/ Exclusive CBS Coverage! 
/ One buy covers Kansas 





KlOE TV < C0OOIANC National Representatives 



Top 'I \ commercial production com- 
pany needs salesman with video tape 
and/or film sales and production 
background. Knowledge of New 
York agencies a plus hut not essen- 
tial. Salary plus commissions. 


('outact man with program produc- 
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Packaging experience and contacts 
in allied fields important to help 
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production company. Salary and/or 
draw against commissions. 

if rite SPONSOR, li»x 334 giving full 
particulars, }<>l> experience, contacts, etc. 

Needed: an all-industry 
audit bureau 

A publisher's view of 
significant happenings in 
broadcast advertising 

Portland, Oregon (city of roses) was also the city of rating 
communications last week. 

Dr. Sydney Roslow, director of The Pidse, delivered an im- 
portant address to the Portland Advertising Club during which 
he described in detail how the Pulse sample is designed, how his 
interviewers work, what is done to control the job, and how to 
read a Pulse report. He also supplied a blueprint of planned 

While Dr. Roslow. to his credit, has made frequent attempts 
to communicate with the field, last week's extra-special confi- 
dence can be chalked up as a residual benefit derived from the 
Harris Hearings. 

We have always maintained that one of the worst aspects of 
"rating worship" (especially on the local level) was the prevail- 
ing industry habit of giving radically different surveys common 
denominators and blithely assuming that they measure the same 
things. Researchers have warned us against this, but fine print 
in the explanations has rarely been readable — and the companies 
involved have largely ignored the problem. 

We can safely assume that this problem will be met. 

What is most significant in Dr. Roslow's speech is this state- 
ment: "Let broadcasters, let advertisers, let advertising agencies, 
let station representatives create an all-industry committee. Let 
them make known their stand on sample size, on weighing, on 
not-at-homes. Let them create a machinery for auditing our 
work at any stage — announced or unannounced — to see if and 
how we are meeting those standards." A few days earlier I re- 
ceived a Portland letter from Dick Brown, president of KPOJ. 
In part he wrote: 

"The history and record of the Audit Bureau of Circulations', 
used by the publishers for nearly half a century, now could be a 
pattern for us to follow. The essential elements include their 
board of directors, which establishes and maintains standards, 
disciplining those who deviate. . . 

"Perhaps the most important element is the structure of their 
board. In 1961 there were 11 advertisers, 6 agencies, 7 news- 
papers, 2 magazines, 2 business publications, 1 Canadian publi- 
cation, and 2 farm publications represented. No publishing 
group dominated. 

"Under the leadership of NAB, an all-industry organization 
could be created consisting of advertisers, agencies, and broad- 

Last week we called for an all-industry committee spearheaded 
by NAB. We urge that no time be lost in its formation. 


SPONSOR 22 april 1963 











RALPH Bf I l a V - 
LYI F Bf T li. I l* 
I I OVD Bf i' " .1 
ill I COBB 

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:60 second filmed trailers, ad mats, 
on-air announcements, bios, etc. 

• Two weeks before playdate film de- 
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• Color photos on loan basis 

• Sales helps to station reps for more 
national spot business 


• Over 150 dazzling, exploitable stars 

• 145compact. action-filled "miniature 
movies" produced against a sweep- 
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600 FIFTH 



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When the laughs are close to the tears 
When thrills come every minute... 

you've got what P. T. Barnum called "The Greatest Show on 
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long dramas, in color, shot against the background of Ring- 
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You've got stories that go beyond the spotlights. To the 
other side of the canvas wall where the make-up is removed 
and sweat... fear... laughter... and love paint the faces. 

You've got award-winner Jack Palance as head ring- 

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In short, ladies and gentlemen, you've got "The Greatest 
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ebruary March 1963 

1962J961 1960]959 

WKRG-TV - Mobile - Pensacola 

has averaged 50% or more share of 

audience in every March ARE measurement 

since 1959, from 9 a.m. to midnight.* 



Represented by H-R Television, Inc. 

or call 
CX R PERSONS, Jr., General Manager 


*3 station VHF market. 

SPONSOR /22 april 11)63 


Top of the news 

in tv/radio advertising 

22 APRIL 1963 

MacManus and Hartman in merger 

Fiill-fledued Chicago 

operation has been 
established by Mac- 
Manus, John R; 
Adams through merg- 
er with George H. 
Hartman agency, 
MJA president Ernest 
A. Jones announced. 
Hartman will become 


MacManus' Chicago operation 1 May. Fred 
J. Hatch, board member and senior vice 
president of MacManus, is named regional 
director of Chicago operation. Agency 
founder-president George Hartman becomes 
MacManus v. p. and general manager, Chi- 
cago. Hartz Mountain products and Mystik 
Adhesive are among broadcast clients of 
Hartman. Pontiac, 3-M, Standard Oil of 
Indiana are among MacManus accounts. 
Total 1963 billings for MJA is estimated by 
(ones at $60 million. 

Benton & Bowles pioneers new dept.: 

Division of agency operations into five man- 
agement areas, including creation of an "in- 
formation management" department— new 
to the advertising profession— was made 
known last week by Benton & Bowles presi- 
dent William R. Hesse. Explaining the new 
department, which is under the direction of 
Richard F. Casey, senior vice president and 
former director of research, Hesse called it 
"seeking an efficient way to apply the pro- 
liferation of information against the market- 
ing objectives of clients." Casey, in a memo 
to his 72-man staff, declared ". . . the tools 
now available for harnessing information 
for our business purposes, specifically, ad- 
vances in research methodology and the 
computer, enable us to productively treat 
the various parts of the marketing system." 
The new department will function in five 

areas: market research, advertising research, 
mathematics and statistics, market analysis, 
and merchandising and promotion. It will 
service four other management departments: 
account, administration, creative, and media. 

"Look" proposal: Look, whose parent 
Cowles last week dropped Nielsen magazine 
and tv research, this week urges, in full 
newspaper ads, creation of an audit bureau 
supervised by advertisers, agencies, and me- 
dia, to provide standards for and controls 
over audience research. "Joint, industry- 
wide supervision would eliminate bias, over- 
come ineptitude and restore much-needed 
confidence in audience measurement." 

Top radio commercials: Twelve most ef- 
fective radio commercials of 1962, selected 
by a 300-man advertiser-broadcaster-agency 
panel, have been announced by Radio Ad- 
vertising Bureau. Needham, Louis & Brorby 

(for Ac'cent and Campbell's V-8 juice) and 
BBDO (Dodge and Pepsi-Cola) each placed 
two winners. Other winners and agencies 
are: Budweiser (D'Arcy) , Camel (Esty), 
Guardian Maintenance (D. P. Brother) , 
Kellogg's Corn Flakes (Burnett) , Mennen 

(Warwick & Legler), Pall Mall (SSC&B) , 
Salada Tea (Hoag & Provandie) , and United 
Air Lines (Ayer) . This marks eighth year 
RAB has made selections. 

Better research forecast: Industry will 

find ways to improve ratings in the next six 
months to a year, Dr. Frank Stanton. CBS 
president believes. In comment to stockhold- 
ers, Stanton said CBS is taking a good look 
at research methodology, and if ratings don't 
measure up, "we will take other steps." 
Trouble is, "we have no turnstile," he added 
with a real census being very costly. Industry 
problem also is that it doesn't have the power 
of a Congressional committee, Stanton said. 

SPONSOR-WEEK continues on page 12 

SPONSOR 22 aprii. 1963 




Top of the news 

in tv/radio advertising 


Marketing ethics eyed: The American 
Marketing Assn. is broadening its vigilance 

<>! ethical practices beyond marketing re- 
search to the whole field of marketing. Lat- 
est move is authorizing AMA president 
Donald R. Longman to appoint committee 
to study and make recommendations on mat- 
ters pertaining to proper professional and 
ethical conduct in the field. Previous AMA 
moves were for marketing research: (1) 
adoption of a code of ethics by its members 
which carries an obligation to uphold the 
standards set forth in that document, and 
(2) publication of a monograph— Criteria to 
Vssist Users of Marketing Research. 

Pointing to '64 Fair: RCA's building at 
the 1964-'65 N. V. World's Fair, designated 
the Fair's official color tv communications 
center, will be made available for any and 
all outside production by all networks, agen- 
cies, independent producers, and stations. 
Although primarily for RCA use, facilities in 
the center will be open for others within the 
Fair grounds after about the first two months 

RCA World's Fair center 

of operation. There will be two separate fa- 
cilities (including engineers and equipment) 
—a three-camera color movement unit (pos- 
sibly lour) in central operations, and a three- 
( amera color mobile unit. Outside firms 
planning to use the equipment will have to 
provide their own production and creative 
personnel, and will not be permitted to go 
off the Fair grounds. 

CBS business 
is booming: Firsi 
quarter 1963 CBS 

earnings are esti- 
mated to be 2") per 
cent greater than 
Ins; quarter last 
year, William S. 
Paley, CBS chair- 
man, reported last 
week. "Sales and 
profits for the first 


quarter of the current year substantially ex- 
ceeded those for any other first quarter in 
our history." CBS TV network. Dr. Frank 
Stanton noted, is running strong, while four 
of the five owned tv stations ("and probably 
all five") continue first in their markets in 
sales. CBS Radio in February had 23 of 2."> 
sponsored shows with greatest audiences. 
Stanton said. 

Life Specials: Sextant and Life magazine 
are set to develop a series of specials for net- 
work showing based on forthcoming special 
issues and articles in Life. Sextant will have 
access to Life material and staff. Sextant is 
independent production company formed 
by Robert Oraff, Robert China, Jr.. and 
Milton Fruchtman. Among other projects 
is FDR series for ABC TV. Show would be 
shot in color, with first 90-minute special to 
deal with year-end issue of Life. 

4A's meeting: 1963 annual meeting of the 
4A's opens at The Greenbrier, White Sul- 
phur Springs, W. Va., this Thursday. Marion 
Harper, Jr., chairman of Interpublic and 
I A board of directors, is scheduled to de- 
liver keynote address on "Contemporary 
Utility of Advertising." "Creative, U.S.A." 
is subject of Friday business meeting, while 
topic Saturday is "The Climate of Agency 

SPONSOR-WEEK continues on page 14 


SPONSOR 22 aprii. 1963 

How the jeweler charmed Cleveland 
with Nighttime Radio 

This is the story of the J. B. 
Robinson Jewelry Co. and 
how WHK RADIO scored a 
sparkling success for this 
company. In the words of 
owner Larry Robinson"When 
fourteen months ago we 
tried WHK Nighttime Radio, 
the response was instan- 
taneous and overwhelming. 

Since then,we haven't skipped 
a day of WHK broadcasting." 
The moral of this story is : 
Put your money on the station 
with the largest following 
( Number One for over 2 years* I; 
and the most local billing 
1 50% in a competitive eight- 
station market). Fill your" horn 
of plenty'Vith WHK RADIO 


3 ULSE, MAR I960— MA 1 ! JUNE 196:' 


Top of the news 

in tv/radio advertising 


Petersmeyer to speak: While ratings are 
not officially on l.Vs agenda, Corinthian 
president C. Wrede Petersmeyer will hit 
subject hard at Thursday media panel ses- 
sion. Ratings are necessary part of business, 
Petersmeyer will stress. He will advocate in- 
dustry clean up. improvements in method- 
ology, with broadcasters, advertisers, and 
agencies working together. Strong warning 
against dumping the problem to Govern- 
ment can be expected. 

NAB rating proposal: NAB president Le- 
Roy Collins has asked Rep. Oren Harris for 
chance to disclose "corrective measures" 
which NAB will propose to assure reliability 
in broadcast audience measurements. In 
letter, Collins asked to appear within next 
30 days before House special investigations 
subcommittee. NAB plan is to establish a 
code standard for ratings. 

ARF favors audit: Advertising Research 
Foundation directors favor tackling prob- 
lem of auditing broadcast and print media 
audience measuring procedures, if advertis- 
ing industry reps are ready to support such 
activity. ARF chairman Lindon O. Brown 
said: "all we lack is funds." "We have the 
experience," he added. 

net earnings up 17.5%, attributed in part to 
highly effective ad schedule. 

Media copy checks: Ol 95,000 requests lor 

National Better Business Bureau service dur- 
ing 1902, more than 6, 000 came from adver- 
tising media, NBBB's year-end report reveals. 
"Vigilance of responsible publishers and 
broadcasters is one of the brightest spots in 
the overall effort to achieve more effective 
self-regulation in advertising." NBBB added: 
"Significantly, most inquiries were made by 
media before advertising was accepted. The 
amount of objectionable national advertis- 
ing prevented from appearing through this 
NBBB-media cooperation Ls incalculable." 

"Experimental Special": Metropolitan 
Broadcasting Television, in cooperation with 
South Sea Trading Co., will telecast an 
"experimental special," What's Going Here, 
on WNEW-TV, New York, Saturday 11 
May (9-9:30 p.m.) and repeated on Sunday, 
12, (9-9:30 p.m.) A comic-satirical look at 
the news and current happenings, program 
will also be telecast on Metropolitan Broad- 
casting's WTTG, Washington, D. C. Show's 
participants include Jonathan Miller, Peter 
Cook, and John Bird, (all of Broadway 
show "Beyond the Fringe" fame) . 

Noxzema shifts Sullivan: Raymond F. 
Sullivan has been replaced as board chair- 
man of Noxzema by G. Lloyd Bunting, pres- 
ident since 1949. Sullivan, also chairman of 
executive committee of Sullivan, Stauffer, 
Colwell &: Bayles, remains as Noxzema board 
member. New president is Norbert A. Witt, 
with Bunting staying as chief executive offi- 
cer. Noxzema last year had most successful 
year in its history, with sales rising 17% and 

At presstime: Stanley H. Edwards ap- 
pointed general manager, WNHC. New 
Haven radio stations . . . Jack Kuney ap- 
pointed executive producer of Westinghouse 
Broadcasting . . . Chemstrand, through 
Doyle Dane Bernbach, will sponsor October 
special in which Elizabeth Taylor will make 
her debut for Television Productions of 
America on CBS TV. 

SPONSOR-WEEK continues on page 52 


SPONSOR/22 april 1963 


All broadcast. All buying. All-important. That's SPONSOR, designed as— and still— a 
buyer's book. Not pedantic, mind you. Not tabular. Not gossipy. Not an ounce of fat, 
funny or otherwise. We present the top of broadcast news, quickly; the meaning of 
the news, deeply; the trend of the news, perceptively; the future of the news, daringly. 
Do we ever annoy? Offend? Disrupt? Yes. We also enrich the buying mix in the back 
of the buyer's mind— with the stuff that helps make the difference between "order- 
ing" and "buying." That's why the buyer reads SPONSOR, the broadcast idea 
weekly with the fat trimmed away. 555 Fifth Avenue, New York 17. Telephone: 212 
MUrrayhill 7-8080 

SPONSOR/22 april 1963 








11 615 F T 1 



"TV 7!' 

HAIRLINES for men; parted, 
unoarted and departed. For 
women, poodled, poofed and 
pooped ! 

wtrf-tv Wheeling 
MIK'K . . . the skin women 
love to touch (you for). 

Wheeling wtrf-tv 
EXECUTIVE VP: "We have too many bottle- 
necks in this business. We must get rid of 
them! Any suggestions?" 

JR. EXECUTIVE: "I've had some experience 
with bottles and from that experience, I can 
tell you the necks are always at the top." 

wtrf-tv Wheeling 
MAN WITH MONEY to burn makes a good 
new flame! 

Wheeling wtrf-tv 
BULL SESSION! Four young bulls were chew- 
ing the fodder in a verdant pasture. "I," said 
the first, "shall go to England and be a 
Johnny Bull." "I," said the second, "shall get 
a job in a brokerage and become a Wall 
Street Bull!" "I," said the third, "will be- 
come a bull in a china shop." "Okay," nodded 
the fourth bull cheerfully. "Co out into the 
world if you will, I love this pasture and 
intend to stay here for heifer and heifer and 

wtrf-tv Wheeling 
VIEWPOINTS! The expression "hurrah for our 
side" originated when Lady Codiva rode side 
saddle through the streets of Coventry. 

Wheeling wtrf-tv 
.'/POINTERS! Get on the Wheeling 
Brandwagon for your merchandising bonus. 
George P. Hollingbery will give you all the 
resultful goodies offered 1o advertisers selling 
the big-spending WTRF-TV audience in the 
rich Wheeling/Steubenville Industrial Ohio 

wtrf-tv Wheeling 
ALL WORK and no play makes Jack! 




Basic facts and figures 
on television and radio 

Measuring radio effectively 

1 he recent 1 [an is committee probe of ratings may in the long 
run prove to be <>l more benefit to radio than television. With 
the latter medium, technical improvements in methodology and 
better standards can be achieved within the present framework 
to the satisfaction of most. 

The shortcomings of radio research, however, require far- 
greater examination. The Harris hearings pointed up serious 
weaknesses in radio measurement, many of which have been 
known to broadcasters for years. Not the least of these is meas- 
urement of the changing location of radio sets. 





1949-1951 average 

and table m 




1959-61 average 

A recent analysis by RAB clearly shows the growth of the non- 
line cord set. Albeit not new, it does serve to refresh the memory 
of all interested, since radio listening figures compiled for pro- 
grams are still derived from line-cord sets, with non-line-cord 
sets measured by formulas. 

With more than 200 million sets in use, or an average of 3.5 
per family, the measurement problem is not a simple one. A 
look at radio set sales figures in past few years makes it clear the 
out-of-home radio measurement problem will continue to grow. 

Annual sale of radios designed mainly for listening by individuals 

1954 1957 1962 

Portable radios 

(both tube and transistor — 
mainly latter by 1957) 




Automobile radios 




Clock radios 




Table-model radios 

2,701,000 3,193,000 4,702,000 

The growth ol portable sets eventually will pose the saml 
problem tor television. Perhaps radio research will have come 
up with an answer for both. ^ 


SPONSOR 22 april 1963 



Built for the high seas in High Point . . . 200 miles from the 
ocean! WFMY-TV's John McMullen and wife see why fhe nation's 
largest mass producer of fiber-glass hulled yachts chooses to build 
in this Piedmont North Carolina city. As the center of the greatest 
concentration of furniture manufacturing in the world, High Point 
affords the craftsmen, fine woods and fabric to meet the demands 
of a variety of industries. A famous furniture capital with 92 furni- 
ture factories and a mammoth exposition building covering 23 acres 
... a leading textile center . . . home of the world's largest com- 
mercial still-photo studio and the huge bureau serving as state 
Junior Chamber of Commerce headquarters . . . this is High Point, 
selected by the National Municipal League and Look Magazine as 
a "1962 All-America city." High Point, Greensboro and Winston-Salem 
form the largest metro tv market in the Carolinas, the heart of the 
51 county area served by another see-worthy performer, WFMY-TV. 

£ Represented nationally by Harrington, Righter & Parsons, Inc. 


Now In Our 14-th Year Of Service' 

How to hold 'em past the news! 

We might have titled this : how 
to increase your audience five 
minutes at a time. It isn't quite 
as catchy but it does sum up the 
strategy of our featurized pro- 

What we have done is to 
program short topical features 
throughout the day. Coming be- 
fore, after, and around the 
scheduled news, these timely fea- 
tures keep listeners the way we 
want 'em — interested. 

With the exception of funny- 
men Bob and Ray, all talent is 
home grown. 

When you have people on your 
staff like Julie Benell (Woman's 
Editor) or Murray Cox (Farm 
Director), you don't need any- 
one else. 

Hormel recently added another 
chapter to Julie's success story 
by giving her a deluxe high- 
priced ham to sell. You'd have to 
hear a sample tape to appreciate 
the impact she added to sales and 
distribution. Suffice it to say, 
Hormel has happily increased her 
exposure about 30%. 

Another tape we'd like you to 
hear proves that farm news can 
interest a large urban as well as 
rural audience. At least when it's 
handled by Murray Cox. His 

candid comments on the U.S.D.A. 
... his explanation of fluctuating 
livestock prices ... his interest in 
farm youth . . . make him a much 
listenecl-to personality. 

Characteristic of all regularly 
scheduled segments: business 
news, weather, sports, entertain- 
ment, travel, etc. is the way 
they're put together by WFAA's 
staff. We persist in the theory 
that we're talking to mature, 
intelligent adults. Whether it's 
food for thought or tonight's din- 
ner, we accent fact, not fancy. 

In this way we can currently 
bill ourselves (rather modestly) 
in the local area as the station 
with "news more people quote." 
When you come right down to it, 
can you think of a better frame- 
work for your product? 



Communications Center / Broad- 
cast services of The Dallas Morn- 
ing News / Represented by 
Edward Petry & Co., Inc. 


SPONSOR/22 april 1963 


Interpretation and commentary 
on most significant tv/ radio 
and marketing news of the week 

22 APRIL 1963 

Clients of AR6 will probably go along with research firm's plans to double its 
audience sample, even though research costs will rise. 

At ARB headquarters near Washington, officials have met with a number of 
top broadcasters during the past week or so as the research firm spelled out effects 
and probable costs of its new improvements. Research executives of the larger sta- 
tion groups don't think that anything much more than marginal increases in accu- 
racy will result from ARB's changes. But they also feel that refusal to accept ARB's 
suggestions will have political repercussions. 

One station group, with tv stations in four markets (excluding New York) , 
faces an ARB hike of $18,000 on its present bill, plus another $6,000 for increased 
Nielsen charges. Annual tab for the group for relatively minimum service from ARB 
and Nielsen will now be around $90,000. 

Agency media executives in New York are commenting on the strange omissions 
in a research questionnaire directed at buyers. 

The questionnaire, foundation of "a study to determine just what sort of repu- 
tation various tv station groups have among advertisers and advertising agencies," 
is from Richard Manville Research Inc. 

It asks agency buyers to rank, in 1-2-3 order, a number of leading station groups 
on the basis of community orientation, desirability as an advertising buy, and broad- 
cast leadership. The broadcast groups listed alphabetically are Capital Cities, Co- 
rinthian, Meredith, Metropolitan, Storer, Taft, Time-Life, Transcontinent, Trian- 
gle and Westinghouse. 

What's odd about the list, in the eyes of several veteran agencymen, is that 
it casually omits a number of broadcast groups which are often as big (or bigger) 
than some on the Manville list. ("Ridiculous omissions," said a top timebuyer.) 

A few such: the RKO General, Crosley, Balaban, Cowles, Autry and Rust Craft 
stations. Why were they left out? Nobody at the Manville firm is willing to make 

Yesterday's matinee-going moppets are today's adult tv viewers with built-in 
preferences for old movie favorites. 

One measure of this can be seen in an audience-composition study prepared 
for Allied Artists Tv Corp., which distributes— among other things— a number of 
movie oldies starring "The Bowery Boys" (essentially a continuation of the char- 
acterizations in the original "Dead End.") . 

In four representative markets— Kansas City, San Francisco, Minneapolis 
and Youngstown, Ohio— the situation shaped up like this: 

• ARB reports gave "The Bowery Boys" an average rating of 12 and a 
41% share in Kansas City, comparable latings in the other markets. 

• Although the features are generally programed as children's shows, adults 
represented— in general— anywhere from half to nvo-thirds of the total au- 
dience watching. 

The point: Commercials slanted toward adult viewers are not wasted in such 
local-level buys. 

SPONSOR/22 april 1963 19 



N. C. Rorabaugh is seriously considering making air checks of stations for agen- 
cies on a sample basis. 

As with Broadcast Advertisers Reports, Rorabaugh would tape record all 
broadcast activity. Rather than full-time monitoring however, as now done by 
BAR in top markets, Rorabaugh is thinking of sample weeks, perhaps one in six. 
Several major agencies have held talks with Rorabaugh to determine the feasibility. 

With information provided by stations at the end of each quarter, Rorabaugh 
currently publishes quarterly dollar reports on advertiser activity by company and 
brands, based on information provided by some 350 stations, which represent an 
estimated 90% of all billings. 

The New York Times took a real beating during the recent newspaper blackout, 
but is continuing its radio/tv campaign anyway. 

President-publisher Orvil E. Dryfoos of the Times reported last week that con- 
solidated earnings in 1962 came to $15.71 a common share, vs. $20.41 in 1961. He 
added: "Approximately $5,000,000 in revenue was lost in December because of the 

To maintain its prestige position, the Times is carrying a sizeable spot cam- 
paign in the New York area. 

Four Star Distribution Corp. is coming up with some new gimmicks to refur- 
bish shows to fit hour-long syndication slots as spot carriers. 

New footage has been shot, using western star Chuck Connors, to act as in- 
troductory bridges so that reruns of "The Rifleman" can be teamed with "Zane 
Grey Theatre" to make a 60-minute show. Similar new footage, with Robert Tay- 
lor, has been shot to tie half-hour episodes of the original version of "The Detec- 
tives" into an hour-long show to match the later episodes in the series. 

Four Star also added reruns of "The Dick Powell Theatre" and "The Tom 
Ewell Show" to its syndication properties, now points to March sales of "over 
$1.5 million" for these two series plus "The Rifleman." 

The syndication offshoot of the Hollywood tv major has also expanded its 
operations in Canada as part of an upbeat of international activities. 

Likelihood of more CBS TV color shows appears dim for 1963-64 season. 

Management is still maintaining a close watch on color set growth, but notes 
that less than two per cent of homes are color equipped. 

Color program increases will come only in event of consumer upsurge, is CBS 
official attitude— even though it has cost CBS some important billings, such as East- 
man Kodak and a sizeable slice of automotive network tv business. 

20 SPONSOR/22 april 1963 



Of ail thingsl-Strong endorsement of ratings in the wake of the Harris committee 
hearings has come from Life magazine! 

While few broadcasters (if any) have openly endorsed ratings, Life has taken 
a positive stand via the 17 April New York Times. Said Life: 

"No individual subscriber is in a position to control the release of the findings. 
And if Nielsen is imperfect, he is imperfect impartially. Everyone gets the same 

Continuing, Life said, "We at Life take this position on Nielsen: it provides 
the most useful information now available on magazine audiences . . . Other major 
multi-sponsored surveys will be coming along. They will tell advertisers even more 
about magazine and television audiences than they now know. 

"Life will continue to cooperate. We hope we triumph. We may get our 
lumps. Either way, the advertiser wins. And that's good for everybody's business." 

There's a relationship between education levels and viewing of prestige network 
public-affairs programs, as you might expect. 

Recent (27 January, 3 February) pair of specials which opened NBC TV's four- 
part "Profile of Communism" scored a higher (25.3) average-audience rating level 
in households where the family head was college-educated as compared to the score 
(13.4) in grade-school-only households. 

Additionally, the two "White Paper" shows received 20-plus ratings in middle 
and upper income homes, and did better with younger and larger families— a point 
which advertisers with products and services to sell to better-heeled viewers would 
do well to note. 

These were the qualitative figures: 

NBC WHITE PAPER (27 Jan.; 3 Feb.) 



$8,000 & Over 


Under $5,000 

Household Income 




5 Or More Persons 



Household Size 




Age Of Head 

Under 40 

40-45 Yrs. 

55 And Over 

Of House 




Source: NTI January-February '63 

Despite the working-over rating services got at the hands of Oren Harris' sub- 
committee, Nielsen plans no radical changes in its audience measurement system. 

A series of meetings between Nielsen and major clients begins this week in 
New York. But the main purpose is to allay fears, rather than discuss increase in 
samples or methodology revisions. 

Nielsen is expected to suggest some kind of industry study and specifications for 
research, perhaps laid down jointly by NAB and 4A's. 

Pulse's Dr. Sydney Roslow, meanwhile, has already extended his own olive 
branch to the industry in a Portland, Ore. speech last week. Pulse reports, he said, 
will "now reflect the immediate discontinuance of any weighting whatsoever." 

SPONSOR/22 april 1963 21 



Changing philosophy of Radio Advertising Bureau under new president Edmund 
Bunker, is pointed up in announcement that RAB has joined Advertising Research 

RAB had announced project to improve radio research at time of NAB con- 
vention and is getting ready to discuss project with ARF this week. Overall pur- 
pose is to improve standards in radio research, but project will make it possible 
to make decisions based on new facts, rather than emotion. 

A pair of new cookie mixes— Mint Fudge Brownie and Butterscotch Squares- 
are due from General Mills in May, backed by a sizeable sendoff in air media. 

Introductory campaign goes into high gear on the first of next month, using 
network tv plus spot tv in key markets. Couponed ads in the July McCall's and 
Family Circle are also set. 

The campaign is via Needham, Louis &; Brorby. 

There's growing interest in sports programing on the part of women viewers, 
according to network and independent-station sports directors. 

Three shows doing nicely with the ladies: ABC TV's "Wide World of Sports," 
CBS TV's "Sports Spectacular" and NBC TV's "Sports International." 

Commercials housed in sports shows tend to perform as effectively among 
women as the same commercials in a less strenuous program context, notes John 
V. Roberts, vp of Schwerin Research. 

Meanwhile, there's plenty of inter-network rivalry for top sports events. One 
of the biggest coups recently was ABC's snaring tv rights to the Winter Olympic 
Games in Innsbruck, Austria. NBC holds U. S. rights to the 1964 Summer Olym- 
pic Games in Tokyo. 

Some exhibitors are still convinced that tv is the arch-enemy of theatrical mov- 
ies. Other exhibitors are not so sure. 

The newspaper strikes in New York and Cleveland gave tv an unusual op- 
portunity to prove itself as an ad medium. Movies like "Days of Wine &: Roses" 
and "Taras Bulba," to name two, have received strong tv promotion via spot com- 
mercials which contain "excitement" footage. 

Max Stein, ad director of Warner Brothers' New York office, was prompted to 
say: "In New York, tv advertising proved every bit as good as print." 

The Motion Picture Assn. of America is reported "studying" the use of tv for 
first-run theatrical films. Apparently, it is not only politics which makes strange 

There's no let-up in the space squeeze in large supermarkets, and it's more 
important than ever to "pre-sell" customers. 

The authoritative Progressive Grocer reports that the number of items han- 
dled in the average food store has doubled since 1946, and now numbers over 6,000. 

Further food for advertising thought: total non-foods sales in food stores 
reached over $2.4 billion annually in the 1960's. Food stores now account for 
nearly a third of the country's total dollar volume in health and beauty aids. 

Incidentally, the average family spends $1,125 a year in food stores for food 
products— but the retailer nets a profit of only $15 per family. 

22 SPONSOR/22 april 1963 

. . . and it's great fun to be part of the fabulous Fiesta 
San Antonio every April, when frivolous gaiety builds to a spec- 
tacular climax with the torch-lighted Fiesta Flambeau Parade. 
During Fiesta week, hundreds of thousands of San Antonians 
and tourists throng the parade route of the magnificent Battle of 
Flowers Parade and cheer the transformation of the San Antonio 
River into a "Venice River Pageant." A gallery of fans thrill to 
the masters in golfdom competing in the classic Texas Open 
Golf Tournament. There's exciting entertainment nightly under 
the stars, touched lightly with the flavor of old Spain and 
Mexico. Pageantry, street dancing, carnival midway, fireworks, 
band festivals, military parades . . . fun, fun, fun ... to fit every 
preference in historic San Antonio during Fiesta, 

and all year, too. 

It's Great to SELL San Antonio on KONO-TV 



Naiional Representatives 


,11 BP0NS0R/22 april 1963 


WRCV-TV's significance goes far beyond its immediate 
locale. From its Philadelphia center, WRCV-TV ties 38 
counties in five states into one television community. 
To create programs which reflect both the widespread 
local and international range of interest of its audi- 
ences, WRCV-TV's staff is continuously on the move. For 
example, a film crew from WRCV-TV's widely acclaimed 
Concept series recently returned from Guatemala. This 
film exploration of the primitive Mayan village of 
Chichicastenango and Tikal, "place of whispering 

voices," was produced by a girl . . . and the girl is Marci£ : 
rose, winner of the 1962 McCall's Golden Mike Awar 
as the outstanding woman in Radio and TV. Previously 
she took her crew to Israel for three special televisio 
reports on Israel's development as a nation. 

Closer to home, Concept aroused the city with a tri 
to Philadelphia's Skid Row and intrigued its audi, 
ence, both in the city and neighboring states wit 
Gettysburg and Songs of the Civil War. Another prim, 
time public affairs series, Profile, examined Phila 



clphia's traffic problem. Profile also focused on a 
t.llet fantasy from Philadelphia's famed Rodin Mu- 
slim, and in the Legacy of Long Beach it dramatically 
sowed the reconstruction of a hurricane damaged 
h\v Jersey community, and the effect on its people. 
Whether the focus is on its own backyard or distant 
continents, WRCV-TV is alert to the issues, events, and 
cmmunity conditions that have meaning for its entire 
adience. This kind of community-station link is dis- 
tictive to the programming of all NBC Owned Stations. 


NBC Owned. Represented 
by NBC Spot Sales. 

how do you fit an elephant into an elevator? 

You can! ... if you'll settle for the hindquarter. It's like ranking TV markets. You can take a 
portion of the market by using the metro approach . . . but if you want the whole elephant, 
you've got to rank by total market! Consider. More than 90% of the Charlotte Market is 
located outside the metro area, and the total Charlotte TV Market contains 574,800 TV homes 
. . . ranking 20th in the nation . . . first in the Southeast! * All the pachyderms are trumpeting 
about WBTV's 87% lead over the market's second station.* arb tv Market Digest 


Represented Nationally by Television Advertising i T^aPJ Representatives, Inc. 


SPONSOR/22 april 1963 



The rated vs the raters 

Pulse's Sydney Roslow (1) told House Commerce 
Committee's special subcommittee on investigations his 
company spends $600,000 a year on field work alone. 
His and others' words weighed less with chairman John 
E. Moss (D., Cal.) (r) than complaints by 
performers a la Johnny Carson that they must 
"live their career by numbers" 

Advertisers fight probe panic 

Ratings Investigation could force unwanted, unecessary 
changes in samples and methods, say big air spenders. They don't 

want hasty "improvements" designed merely to placate politicians 

The Harris subcommittee which 
just completed six weeks' in- 
quiry into broadcast-measurement 
practices has its own "image" on 
Madison Avenue. In the eyes of 
many agencymen and advertisers, 
the congressional probers were a 
group of blundering laymen trying 
to pin a label of exactitude on re- 
search companies. 

The lack of comprehension of 
problems involved is generally 
viewed by professional admen as 
regrettable but understandable. 

SPONSOR/22 april 1963 

What's troubling media executives 
and clients today is that the re- 
search companies are reacting as 
if the subcommittee's charges were 

Other reactions, meanwhile, are 
reverberating throughout the ra- 
dio/ tv industry. It's certain that 
audience-measurement changes are 
coming, but how radical and how 
effectual is not yet clear. 

Physical alterations may be con- 
siderable; the Harris committee has 
not yet made its recommendations, 

but one rating service already has 
announced a $1 million facelift, 
and similar dramatic action will 
probably be taken by other na- 
tional companies. 

Whether these changes are de- 
sirable is being bitterly argued by 
professional researchers. Both the 
ARB and Nielsen services are ac- 
cused of opportunism, though on 
differing grounds, and there also 
is a widespread fear that fruitless 
revision of survey techniques will 
be undertaken merely to forestall 


the possibilit) of government regu- 
].n ion. 

Ai this point, the paradoxical sit- 
uation is that the surve) companies 
are trying to effect alterations which 
i licit own clients do not want, ston- 
SOR'S editors sampled the opinions 
of multi-million advertisers and of 
the leading agencies, and found the 
overwhelming concensus to be 
against "change lot the sake of 

the companies keep their own house 
in order, or even the doubts that 
have been raised about basic postu- 
lates. The big advertiser today is 
concerned that, as a result of the 
inquiry, ratings are credited with 
an importance they don't possess. 

Within the understood plus-and- 
minus limitations of homes reached, 
the national iv advertiser can and 
does construct brilliantly success- 
1 ul marketing platforms. (The in- 

Agency beliefs affect broadcasters 

Attitude of agencies, clients is critical in determining whether big 
broadcast groups will go along with radical changes, such as the pro- 
jected doubling of ARB's sample. RKO General Broadcasting's nation- 
al sales div. research director, Frank Boehm (above), is one of many 
who must advise management, surveyed top agencies on reactions. 

The congressional probe is pro- 
ducing different reactions between 
advertisers and agencies. Profes- 
sional media advisors are concerned 
with revelations of misrepresenta- 
tion and poor administration; the 
technicians of research are alarmed 
at some of the authoritative opin- 
ions expressed by Herbert Arkin, 
statistical advisor to the committee, 
about inadequate national sampl- 

To the clients, however, the main 
worries are not the minutiae of how 

adequate nature of radio measure- 
ment is, unfortunately, another 
matter entirely.) But in tv, the ap- 
proximation is workable, and ad- 
vertisers see no value in precision 
of measurement at a much-higher 

"We're buying time in all cate- 
gories," explains the advertising di- 
rector of one of the largest drug 
companies. "We've got low-rated 
news shows, and some of the high- 
est- rated action shows. We're on 
three networks with everything we 

can buy, to teach as many and as 
many different kinds ol people as 
possible. We don't need an exact 
measurement: li can never be 100% 
accurate no matter what the re- 
search companies do. What matters 
is our p-&-l statement at the end of 
the year- — and we're doing nicely, 

The vice president of a tobacco 
company — one of the nation's lead- 
ing buyers of spot tv time— says: 
"We've never fooled ourselves that 
local measurement was all that ac- 
curate. What matters to me is how 
much weight my competition is 
laying down, and where it's being 
placed. When we decide to go into 
a market, we'll go in — and we'll 
buy anything that looks good and 
is available." 

Not everyone has this sanguine 
view, of course. Olin-Mathison's 
Henry Hunter says Nielsen's local- 
market sampling has been "ridic- 
ulously inadequate;" Block Drug's 
Alfred Plant says he's "shocked at 
the total lack of principle the hear- 
ings revealed." But neither of these 
critics believes that a massive in- 
crease in sampling is needed, or 
would be justified when price was 
related to a marginal reduction of 

Some indications of the dollars- 
and-cents can be seen in ARB's re- 
ported intention to double its na- 
tional sample at an added cost of 
about $1 million. This would re- 
sult in an across-the-board price 
hike of 55%, meaning a bill to 
some broadcast clients that's $30,- 
000 to $50,000 higher. "And just to 
make ARB look good in Washing- 
ton," snorts one user. 

At this point, many advertisers 
see ARB as guilty of political op- 
portunism. However, the real con- 
tempt is reserved for Nielsen: justly 
or unjustly, its attempt to hike 
prices during the hearings, on the 
claim of improvements made a full 
year ago, is viewed as a shoddy ma- 
neuver by agencies (who wouldn't 
be severely affected) and as a dia- 
bolical plot by broadcast operators 
(who'd foot most of the bill) . At 
the client level, Nielsen's move is 
generally thought justifiable, but 
poorly timed and ineptly handled. 


SPONSOR 22 april 1963 


1. To which of the following rating services 
doee your firn currently subacribe ? 

*S Pulse if 

Hooper ^ ABB 





2. Have the congressional hearings changed 
your attitude toward broadcast ratings ? 




Please explain your answer briefly. 

Agencymen speak out 
on why ratings aren't 

/ #At/& // £Y £* V+Q 4"Y par* * 

accepted as the last word in accuracy 

Media directors of nation's top 50 broadcast agencies were sampled in postcard poll conducted for 
RKO General by an independent consultant. Here are representative comments: 

"Ratings have always been used with a 
healthy scepticism. The investigation 
has revealed nothing about the major 
rating services that was not already 
known by an intelligent media spe- 
cialist. " 

"I have always been aware of the sta- 
tistical deviation in ratings, but did 
not conceive that some services (Niel- 
sen) would misrepresent themselves 
to such a degree." 

"This information must, in most cases, 
by tempered by judgment and certain 
qualitative considerations." 

"I feel scepticism since Nielsen has 
since stated that the per-broadcast 
ratings can be in error tip to 100%. 
This makes them worth virtually no- 
thing except as popularity compari- 

"We use ratings as a guide, not a final 

"The congressional hearings have al- 
tered my attituiles to the extent that 
an audited system is now a necessity 
to alleviate doubts, that misrepre- 
sented and erroneous ratings are a 
rule rather than an exception." 

"i have never had any faith. Too many 
discrepancies from one service to an- 
other, antl within any one service." 

"So long as there is a yardstick 
needed for clients 9 stttisfaction, there 
must be ratings." 

"Needs improvement but is the best 

"II iff use them until something better 
is available." 

"1 knew the sample was too small, 
but somehow rationalized myself in- 
to believing that the sample itself is 
more important than the size, I now 
realize Vve deluded myself. Prior to 
this, one rating would have altered a 
decision — you can bet for damn sure 
my emphasis has changed. But — what 
do I tise? We're been sold a bill of 
goods by the rating services." 

"Have always recognised the stated 
and unstatetl limitations, and acted 
accordingly Besides, I dislike politi- 
cians more and more . . ." 

"Substantiated my belief that reports 
are greatly inadequate, investigation 
was needed. Ratings were nevermore 
than a relative indication, but adver- 
tisers and agencies used them as ab- 
solute measurements." 

SPONSOR/22 april 1963 



i Distinguished outside 

zARF's counsel 

3. Fieldwork by non-ratings 

4 Report on Radio measures 

method or best combination 


Search for radio measure 

Industry's own search for new radio 
measurement is highlighted by RAB 
presentation. Bureau would under- 
write methods study if pre-approved by 
agencies and part-financed by stations 

Indeed, the public relations prob- 
lems of the survey companies may 
be more damaging to them than 
shortcomings in their service. O-M's 
Hunter, for example, comments 
that "the companies had a hard 
row to hoe, to come out of the in- 
quiry even as well as they did, be- 
cause there's a general unwilling- 
ness in the advertising fraternity 
to believe in their absolute reli- 

This thought is confirmed in a 
sampling of the top 50 agencies, 
conducted for RKO General Broad- 
casting's national sales division by 
an independent survey consultant. 
Of 32 postcard replies from media 
directors, approximately one-third 
were hostile toward the companies. 
All replies rejected explicitly the 
concept of exact measurement. Five 

slated the opinion that the services' 
worth had been drastically altered 
as the result oi damaging testimony 
during the hearings. (For a rep- 
resentative selection of these replies, 
see page 31.) 

Although media specialists gen- 
erally say their use of ratings is 
tempered by understanding of limi- 
tations, it is notable that most ad- 
vertisers regard the process of spot 
buying (within their own agencies) 
as being mainly a slide-rule affair. 
For this reason, there appears more 
concern at possible inaccuracies in 
local-market sampling. 

What's surprising about this con- 
cern is that, during the hearings, 
local measurement emerged as rela- 
tively unscathed. The committee's 
advisors turned the full weight of 
their statistical examination upon 
national sampling. 

Herbert Arkin made detailed and 
repeated attacks — especially upon 
Nielsen — for daring to assume that 
samples of around 1,000 homes 
could be nationally projected. In 
media circles, his asertions are now 
being given some credence — yet 
sponsor was unable to find a major 
advertiser whose faith in national 
ratings had been shaken. The typi- 

cal reaction is that of Block Drug, 
which uses both ARB and Nielsen, 
and which "continues to look upon 
these two companies as very honest 
and reliable." 

Stall members of the advertising 
association report thai, in conversa- 
tion with their members, most of 
the questions raised have been apro- 
pos of local sampling. There seems 
to be a general impression that the 
national samples are adequate, but 
may be spread too thin to produce 
reliable reflections of individual 
markets. The anomaly is that ad- 
vertisers are perturbed about an 
area which did not greatly worry 
the committee's experts, yet are gen- 
erally unconcerned about another 
matter which is troubling many 
agency researchers. 

It's in the area of radio audience 
measurement that clients foresee the 
most problems. The Harris commit- 
tee has added little to the industry's 
knowledge of its own shortcomings, 
but it has produced an intense de- 
sire to solve the admitted problem. 
Ironically enough, this desire is 
reaching new heights at a moment 
when Nielsen — which could possi- 
bly have met some of this demand 
(Please turn to page 66) 

apiiiiiiiiniiiiiiii mil urn 

German tv downgrades the ratings 


Top ratings are no guarantee that tv shows will be kept on the air 
in Germany, according to Hans Isenbart, head of the Radio Brem- 
en television station, here for an extended visit to the U. S. 

A participant in the Foreign Leader Program of the U. S. Depart- 
ment of State, Isenbart has been in conference with officials of 
NBC International and has been studying U. S. programing practices. 

The acceptability of tv programs in his native country, Isenbart 
said, is determined by the results of monthly meetings of German 
program directors, sessions which require at least three days each. 
In addition, station programers hold consultations every four to six 
weeks with a program council, consisting of 32 people in Bremen 
representing the clergy, educational groups, and political personali- 

The practice is to review programs that have been on the air long 
enough to be evaluated by the local station people and by the pro- 
gram council and to recommend the removal of shows that fail to 
make a contribution to the best interests of viewers. It is a form of 
self-imposed surveillance and regulation which Isenbart believes is 
a workable plan for German television. 

In some instances, he reports, programs receiving exceptionally 
high audience ratings have not been spared critical examination 
and, on occasion, such programs ruled deficient in cultural value, 
have been eliminated. 


SPONSOR/22 april 1963 

Set Your Watch... for 

THE NEWS HOUR with Baxter Ward 

6:00 pm Nitely 

Hour-long news 
is newest tv trend 

Hour new sold 

Long-length newscasts on 
both east and west coasts re- 
ceive extensive promotion 
campaigns. KABG-TV, L.A. 
advertises News Hour on 
outdoor boards, while 
W ABC-TV, N.Y. uses post- 
ers in subways for Big News 

Iron-curtain news 
Strike news 

Cat-up-a-tree news 

Home-team-lost new; 

Drizzle news 

(Even good news) 


Expansion of news program to 60 minutes 
proves successful for many tv stations-flexibility, 
diversity mark shows-sponsors on waiting list 

It is plain as the face on a studio 
clock that a whopping number of 
tv stations will be hip-deep in 60- 
minute news programs starting in 
September, sparked largely by the 
upcoming 30-minute newswrapups 
featuring Chet Huntley and David 
Brinkley on NBC TV stations and 
Walter Cronkite on CBS TV affili- 

Significantly, many national ad- 
vertisers favor the idea of expanded 
news coverage, and are vividly 
demonstrating their fondness for 
electronic journalism by latching 
on to the new half-hour Huntley- 
Brinkley and Walter Cronkite pro- 

NBC News indicated last week 
that it had already sold some 75% 
of the H-B 30-minute news segment 
which is expected to bow 9 Septem- 
ber. CBS News, likewise, racked up 

SPONSOR/22 april 1963 

an impressive scorecard with ap- 
proximately 75% of the Cronkite 
show already signatured. The 
Cronkite news program will start 
2 September. 

In the Central Time Zone, a sur- 
vey undertaken by Advertising 
Time Sales, station reps, revealed 
recently that tv viewers would be 
seeing the expanded news programs 
starting at 5:30 p.m. The majority 
of the ATS's clients will show net- 
work news in the first half-hour, 
local regional news-sports-weather 
in the second. 

According to the ATS poll, the 
majority prefer to carry their own 
locally-produced news at 6 p.m. 
when sets-in-use are reportedly at 
a higher level than at 5:30 p.m. A 
number of stations indicated they 
would present a 6:20-6:30 p.m. re- 
cap of national and overseas news, 

with either taped inserts removed 
from the network half-hour, or 
other material obtained from the 
network line earlier in the day. 
ATS said the stations' purpose was 
to try to get news-hungry viewers 
who may miss the 5:30 p.m. net- 
work by not being able to get home 
fast enough. 

Speaking for his company's list 
of 21 tv outlets, ATS president 
Thomas B. Campbell said that 
"next season, there'll be more news 
and general information program- 
ing on ATS-repped tv stations than 
ever before." 

"To be sure, the networks' plans 
for expanded 30-minute early-even- 
ing newscasts will contribute heavi- 
ly to station plans for longer news 
periods, but the vast majority of 
our tv stations are planning longer 
local news shows of their own," 
Campbell said. "In most of our 
markets, there'll be an hour of news 
of all kinds, in the early-evening 
time period next fall." 

Ideal vehicles. The expansion 
of news programing, notably the 


Expanded newscasts please major-market viewers 

Sponsors on bandwagon for 60-mihute news: (Top row) Harry Hansbrough (1), pres., Hansbrough, Natl Auction 8c Realty 
newsman on WESH-TV, Daytona Beach; KRNT-TV's, Des Moines, newsmen, (1 to r) Russ Van Dyke, Dick Eaton, Paul 
Elmer Peterson does KNBC-TV, L.A. commentary. (Bottom row) Julian Barber, WTOP-TV's anchorman on Newsnight; 
Robert Mortensen. vice president and general manager, WIIC-TV, Pittsburgh; Jerry Dunphy, anchorman for The Big 

60-minute block, is being greeted 
with remarkable warmth in all lev- 
els of the broadcast industry, in- 
cluding timebuyers, station man- 
agers, and station reps. 

Said a Katz Agency spokesman: 
"Hour-long television programs 
are highly desirable from every 
standpoint: they go far to satisfy 
viewers' hunger for news; the 60- 
minute length enables stations to 
comprehensively cover all the news 
— local, national, international — 
as well as sports, weather and com- 
munity projects and problems; and, 
attra< ting large, attentive audiences 
they are, of course, considered ideal 
vehicles by advertisers." 

Similarly, Frank Martin, execu- 
tive vice president of Blair Televi- 
sion, said that news programs, par- 
ticularly the one-hour variety, 
"have proven extremely successful 
from the standpoint of sales and 

viewing." He said business on 
blair-represented stations "bears 
out this importance not only to the 
broadcaster but to the advertiser as 
well. Viewing habits in news pro- 
grams are on a steadily upward 

The following sponsor survey of 
tv stations, it should be made clear. 
is a partial one and does not in- 
clude all the tv stations presently 
or soon-to-be engaged in hour-long 
news programing. 

Desirable commodity. Over 
anil over again, sponsor was told 
that news shows today are indeed 
most desirable as a commercial 
commodity. In many instances, 
news programs ate sold out and, on 
occasion, there are sponsors wait- 
ing in the wings. 

All research, station managers, 
news directors, and station repre- 
sentatives kept repeating that news 

programs gather more audience at- 
tention with the viewers concen- 
trating on what is seen and heard 
vastly more than the average en- 
tertainment show. As one station 
manager put it: "Thus, the spon- 
sor's message also receives more at- 
tention. For this reason, the sta- 
tions are in an admirable position 
to obtain a higher cost-per- 1,000, 
asking premium rates and finding 
them much easier to sell." 

A characteristic of the new breed 
of news director overseeing the 60- 
minute programs is his increasing 
interest in grappling with the more 
important problems confronting 
his community. Be it New York, 
Chicago. Denver, Los Angeles, San 
Francisco — you name the city — the 
men in charge of these programs 
appear to be in a fighting mood, 
reach to remove indignities, cor- 
rect injustice perpetrated by lax 


SPONSOR/22 april 1963 


public servants and corrupt indi- 
viduals from other walks of life. 

Journalistic digging appears to 
be a way of life for the present-day 
newsman on these programs, spon- 
sor found. Said Dick O'Leary, gen- 
eral sales manager of KABC-TV, 
Los Angeles: "These newsmen are 
oul to reveal rather than merely 
report the news." Said David Shef- 
rin, WABC-TV, New York, news 
director and the man responsible 
for the 60-minute, across-the-board 
The Big News program: "1 tell my 

staffers: 'Be honest. Be fair. But 
speak out!' My object is to infuse 
more guts in the daily news pro- 
grams. And we're doing it con- 
stantly. My credo is — never drop 
a crusade. Keep at it!" 

Aggressive journalism. In the 
cities where more than one station 
is dedicated to hour-long news pro- 
claims, the rivalry frequently takes 
on all the aspects of The Front 
Page as depicted in the Ben Hecht 
and Charles MacArthur saga of 
Windy City journalism. San Diego, 

Co., a sponsor, greets Paul Marlowe, 
Rhoades, Don Soliday and Bud Sobel; 
Dick fohn (1), news director and 
Neivs, KNXT, Los Angeles 

Only hour-long tv news show in New York market 

Better than 80% sold out. The Big News on WABC-TV, N. V., has its own 
large staff providing in-depth coverage. L-r: Big News reporter Jim Burnes; 
A V ABC-TV news director David Shefrin; producer Madeline Karr, and writer 
Phil Bergman. Management says business has been good since program's start 

On top of the news 
Daily meetings to discuss Big News 
at KPIX, San Francisco. L-r: Newscast- 
er Don Brice; gen. mgr. Louis Simon; 
newscaster Nancy Clark; news dir. Dea- 
con Anderson; newsman Glen Hansen 

for one, is saturated in electronic 
journalism of major proportions 
and boasts of some redoubtable fig- 
ures in this type of news gathering. 
A vivid example can be seen in the 
behaviour pattern of at least two 
stations, namely KOGO-TV, and 

KOGO-TV's hour news program 
was first telecast on 5 September 
I960, and this date appears signifi- 
cant, because the station claims it 
was the first to present a 60-minute 
news telecast on the West Coast 
"and to the best of our knowledge 
the first integrated hour news on 
a daily basis in the United States." 
(Please turn to page 67) 

SPONSOR/22 april 1963 


IRTS seminars: industry 
youth listens to pros 

Lively give and take 

Committee chairman Cris Rashbaum 
(I) ponders speaker's remarks as 
Stan Newman vies for his attention 

Industry fledglings have been 

| flocking now for four semesters 
to a survey course sponsored by the 
International Radio & Television 
Society. Reason: it promises to 
orient them to the art of timebuy- 
ing and selling. The teachers: ex- 
perienced practitioners of the art. 

The course started in its present 
format in fall 1961 under the 
guidance of then chairman Erwin 
Ephron ( A. C. Nielsen) . Its fore- 
runner was a series of luncheon 
lectures which failed to draw 
enough people. 

Under the present framework, 
the course is a series of eight ly 2 - 
hour lectures, held on consecutive 
Monday nights in a radio studio 
donated by CBS. Over-subscribed 
by student applicants since the 
start, it is therefore offered each 
spring and fall. 

IRTS feels the course fills a defi- 
nite need: nowhere else can a neo- 
phyte be exposed to the subject 
except in a company training 
course — closed to non-employees. 
Surprisingly, it attracts experienced 
people as well. 

The number of students must be 
held to 100 per course because of 
space limitations. The modest fee, 
$15, is often paid entirely or in 
part by the students' employers, 
usually ad agencies, broadcast rep 
firms, stations, or networks. 

Present chairman Cris Rash- 
baum (Harrington, Righter & Par- 
sons) tells us the seminar has had 
problems. For example, from the 
start the IRTS committee realized 
that although they had a vast num- 
ber of experienced people to draw 
on as lecturers, many would not 
have the knack of teaching. 

How do the students feel about 
the course? Most rate it as good or 
excellent. The most-often-heard 
criticism from "graduates" is that 
too much information is packed 
into too short a time; that either 
much of the detail should be 
omitted, or the course extended. 
Some suggest that a more advanced 
course also be offered. All agree 
that they enjoy and gain much 
from the question-and-answer pe- 
riods, and wish these segments 
were longer. Consensus: a worth- 
while experience despite minor 

The seminar committee: chair- 
man, Cris Rashbaum, Harrington, 
Righter & Parsons; vice chairman, 
Roger Bumstead, Kelly Nason; 
Bob Liddel, Compton; Hal Me- 
den, Franznick-Meden; Marty 
Mills, Meeker; Al Petcavage, Doyle 
Dane Bernbach; Stan Newman, 
Hicks & Greist; Al Petgen, Ameri- 
can Research Bureau; Sam Vitt, 
Doherty, Clifford, Steers & Shen- 
field; Maurie Webster, CBS Radio 
Spot Sales; Helen Davis, J. Walter 
Thompson; Bill MacDonold, A. C. 
Nielsen; Lionel Schaen, HR&P.^ 

Photos by Audrey Heaney 

Speakers share their know-how and 

Above, Bob Liddel, v.p. & associate 
man, v.p. and media director, Hicks & 
media director, Benton & Bowles, 
media director, Grey, urges students 


display it with a spirited show of personality 

media director, Compton, points out the workings of the agency and its media department. Center (I), Stan New- 
Greist, chalk talks to explain the relationships of the various agency departments. Center (r), Art Heller, associate 
brought along visual aids to clarify the role of research in media planning and buying. (Far r), Hal Miller, v.p. and 
vehemently to demand full knowledge of their work, not to be automatons. Below, rapt students during class 

New image for milk is 

goal of radio campaigns 
in N.Y., California 

Rockefeller halls results of New York effort; 
California Dairy Council concentrates on youth 

Separated by a continent, united 
in a single purpose — to make 
Americans drink more milk — radio 
has brought results, and is about 
to go to work for dairymen. 

Results of a campaign conducted 
by the New York State Broadcast- 
ers Assn. to promote the use of 
milk via radio are now in. Gover- 
nor Nelson Rockefeller reported 

on the campaign this way: "The 
State Department of Agriculture 
and Markets made a survey to de- 
termine the impact of this cam- 
paign in the New York metropoli- 
tan area. This survey disclosed 
that milk consumption had in- 
creased by 100,000 quarts a day in 
this area alone, as compared with 
an actual decline during the same 

Milk sales up 100,000 quarts in N. Y. 

Campaign demonstrated the power of radio, N. Y. Governor Nelson Rockefeller 
reported, with idea innovator Sam J. Slate, WCBS radio gen. rngr. at his side 

period in nearby New Jersey. This 
not only demonstrates the power 
of radio, but moves us to the hope 
that similar generous campaigns 
will be applied to other public 
service efforts affecting the people 
of this great state." 

And starting 1 May, the Dairy 
Council of California will kick o!r 
an advertising and promotional 
campaign to stress that milk is a 
delicious, satisfying drink, to be 
enjoyed by the smart and active 
for sheer pleasure, refreshment, 
and renewed vitality. With a con- 
tinued concentration on teenagers 
and young adults, 90% of the 
budget will be invested in radio. 

To dairymen, long beset by huge 
surpluses and the problem of "los- 
ing some of the 'halo effect' that 
for many years held (milk) in the 
spotlight as nature's most nearly 
perfect food," in the words of the 
American Dairy Assn., these cam- 
paigns provide new help. 

The problems, according to the 
ADA, include the barrage of vege- 
table oil advertising and publicity 
directed toward weight control and 
heart disease. "People are coming 
to believe that dairy products can 
have unhealthful effects," ADA re- 
searchers report. 

A recent study by Market Facts 
for the ADA showed these points: 

• Heavy and medium consum- 
ers of milk beverages comprise 
44% of the total population, but 
this 44% drink 87% of all the milk 

• 80% of the heavy milk con- 
sumers are under 20 years of age. 

• While 53% of the boys in the 
13-19 year bracket and 43% of the 
girls in this age group drink milk 
for breakfast, this drops, in the 20- 
24 age bracket, to 25% of the boys 
and 19% of the girls. Other meals 
are cut considerably also, however. 

New York State. Taking a cue 
from such information, the New 
York State Broadcasters Assn. 
launched a six-week campaign last 
October, utilizing the majority of 
radio stations in the state. Con- 
ceived by Sam J. Slate, president 
of NYSBA at the time, and vice 
president and general manager, 
WCBS, New York, the campaign 
stressed the theme "Milk Is a Mas- 


SPONSOR/22 april 1963 

terpiece of Nutrition," pointing up 
milk's vitamin, mineral and pro- 
tein advantages, its availability 
and advantages. 

With each station broadcasting 
21 one-minute announcements per 
week for a period of six weeks, a 
total of 6,000 spots were broadcast 
throughout the state. Specially 
written and recorded jingles aug- 
mented the "live" copy used on 
the stations. 

The NYSBA campaign started 
when the association sought a proj- 
ect to promote the economy of all 
communities in the state. After 
numerous meetings and a session 
with Governor Rockefeller, the 
board tacked the milk drive. 
Stephen B. Labunski, WMCA, 
New York, vice president and gen- 
eral manager, did initial research 
and developed selling points, while 
Mary McKenna, research vice pres- 
ident of Metromedia, coordinated 
a research project in conjunction 
with Pulse. 

The latter study's findings: 

• A 13% gain in number of 
teenagers drinking milk more than 

'twice a day during and after the 
radio campaign. 

• A 24% gain in adults drink- 
ing milk twice a day. 

• A 77% gain in drinking for 
health reasons which was in gen- 
eral agreement with copy elements. 

In addition to the research study, 
milk processors were asked to file 
with the Division of Milk Control 
a weekly report showing the quarts 
of milk processed daily. 

In the West. The Dairy Coun- 
cil of California, through its agen- 
cy, The McCarty Company, will 
follow the idea of developing a 
new consumer image of fluid milk. 
This year's campaign will drop tv 
in secondary markets used last 
year, and will consist almost ex- 
clusively of radio, supported by 
point of purchase merchandising 

Herb C. Brown, McCarty vice 
president and account supervisor, 
says the power will be applied to 
the fact that milk is a delicious, 
satisfying drink. 

Brown points out that informa- 
tion on milk consumption patterns 

SPONSOR/22 april 1963 

put a 

in your 


"Put a lift in your life with milk" 

California displays use chic, smart-looking girls instead of "wholesome" types to 
help change "halo" image of milk to one of a sophisticated, socially desirable drink 

clearly identifies the area in which 
the greatest gains can be realized, 
hence the agency's concentration 
on teenagers and young adults. 

Following this philosophy, com- 
mercials will be in a light and hu- 
morous vein, with each embodying 
the main campaign theme, "Put a 
lift in your life with milk," plus 
two secondary themes, milk is "the 
real refresher," and milk gives 
you "the lift that lasts." 

The radio campaign is sched- 
uled in from one to three of the 
top stations in San Francisco, Los 
Angeles, San Diego, Sacramento, 
Fresno, Bakersfield, and other Cali- 
fornia markets. Both 30-second 

and 60-second spots will be used, 
with a total of 480 spots per week 

The strictly "wholesome - look- 
ing" girls used in past art work 
will be replaced with chic, smart- 
looking girls, thus helping to estab- 
lish the new image of milk as a 
sophisticated, socially desirable 

Heavy field merchandising sup- 
port, bolstered by several related- 
product tie-ins, will be carried out. 
The agency considers this a vital 
part of the promotion, especially 
in view of the sales trend toward 
less fluid milk sales in the home 
and increased sales in stores. ^ 



are they a good tv buy? 

NBC adds more films to schedule; ABC drops them 
CBS condemns movies as fillers, but considers use 

Only one out of three networks 
will be televising movies in 
prime time this fall, but all three 
networks were considering movies 
as recently as two months ago. 

The movie thinking among pro- 
gram chiefs varies, even within net- 
works. Outcome of the many movie 
parlies: NBC TV is doubling its 
weekly movie schedule, ABC TV is 
pulling out, and CBS TV is public- 
ly taking a stand against movies. 

Pro-movie feelings behind net- 
work decisions are: 

• Feature films usually obtain 
"respectable" ratings. 

• Network movies always attract 
a large number of sponsors inter- 
ested in a varied audience and a 
program "track record." 

• There is little program risk in- 
volved in scheduling feature films. 

• Movie productions are far 
more costly and elaborate than any 
normal television show could be. 

On the other hand, the anti- 
inovie school argues: 

• Movies do not create any week- 
to-week continuity for the time pe- 
riod involved. 

• All networks have a large num- 
ber of on-deck pilot programs 
which might prove winners. 

• Movies do not utilize an im- 
portant tv asset — immediate live ac- 
tion. By using feature films, net- 
works elevate the movie industry 
and do not improve television. 

• Movie packages usually con- 
tain a few genuinely high-quality 
films, but no package is without its 

Movies move in. When networks 
returned to movie-going in the fall 
of 1961 (ABC TV had experiment- 

ed in 1955 with a package of British 
features under the title Famous 
Film Festival) NBC set the pace. 
Its Saturday night movies were the 
first to be used in fully-competitive 
prime time. 

The innovation of televising 
movies in prime time probably 
came out of the fact that programs 
in the time slots under considera- 
tion were not faring well. NBC's 
The Deputy, for example, was hov- 
ering around 12, according to Niel- 
sen. The same situation prompted 
ABC to replace Bus Stop and Ad- 
vent uves in Paradise with movies 
last April. Ratings for both shows 
averaged around 13. A similar situ- 
ation occurred more recently on 
NBC Monday nights. 

Movies have not yet brought any 
network truly high ratings over a 
sustained period, but they usually 
do fairly well, and often embarrass 
competitive programs. 

The average rating of all net- 
work movies shown on prime time 
is 18, according to compilations 
made from Nielsen figures. 

NBC plans. NBC TV recently 
purchased sixty 1955-to-1960 films 
from MGM and 20th Century-Fox 
for use next season. Being of recent 
vintage and often in color, the mov- 
ies are expected to obtain high rat- 
ings on both Saturday Night at the 
Movies (9-11 p.m. EST) and Mon- 
day Night at the Movies (7:30-9:30 
p.m. EST) . 

The films from MGM are the 
first the corporation has ever re- 
leased for network television. The 
package includes "Adam's Rib," 
"Annie Get Your Gun," "The 
Brothers Karamazov," "The As- 

phalt Jungle," "The Seven-Year 
Itch," and "Diary of Anne Frank." 

NBC's unprecedented mid-season 
dec ision to create Monday Night at 
the Movies became necessary when 
"the two programs in the 7:30 to 
9:30 time period did not achieve 
the audience levels expected of 
them." Man's World and Sai)its 
and Sinners were scoring Nielsen 
ratings in the 10 to 12 range. 

The move proved a good one; 
the first feature, "The Enemy Be- 
low," drew an increase in audience 
share of 13%; the third movie ob- 
tained higher Nielsen ratings than 
any ABC; Sunday night movie. 

The first movies on the Monday- 
night NBC show have been seen on 
approximately 140 stations. Cost 
to the advertiser: $27,000 for a sin- 
gle minute sponsorship in originals. 
Next year the number of stations 
using NBC's movies is expected to 
rise to about 180; price to $35,000. 

As Walter D. Scott, NBC TV ex- 
ecutive vice president, puts it: "The 
decision to continue both Saturday 
Night at the Movies and Monday 
Night at the Movies was made be- 
cause of the wide audience appeal 
of prestige films showcased in prime 

"We feel that motion pictures 
represent desirable programing." 

ABC withdrawal. After a pace- 
setting year and a half of Sunday 
night movies, ABC TV has decided 
to drop them temporarily. The de- 
cision was first made in January, 
but reconsidered two or three weeks 
ago, according to Doug Kramer, 
ABC TV director of nighttime pro- 
gramming. "We couldn't find a 
movie package we thought would 
be a sure winner," he explained. 

Although Sunday movies were an 
improvement over then-fading Ad- 
ventures in Paradise and Bus Stop, 
they are not achieving the high lev- 
el of ratings generally reached by 
NBC's Saturday and Monday night 
movies. Highest rating recorded by 
Nielsen is 22.5 for "The Magnifi- 
cent Seven." 

Reasons for the dropout given by 
the network: "few good film pack- 
ages available" and "responsibility 
to try some of many pilot programs 
on deck." 

The two programs chosen to fill 


SPONSOR/22 april 1963 


the movie time slot are viewed as 
strong contenders. The two shows: 
The Travels of Jaimie McPheeters, 
based on the award-winning novel 
by Robert Lewis Taylor; and Ar- 
rest and Trial, involving an unusu- 
al concept in tv programing — two 
45-minute programs back-to-back 
each complete in itself, yet related 
in subject. 

Next season should be a critical 
one for ABC TV. Of the three net- 
works, it will be televising the great- 
est number of new prime time 
shows. Interestingly, the ideas for 
several of the new shows came di- 
rectly from ABC observation of 
movie viewership, according to Kra- 

Combat and McH ale's Navy, 
both new last fall, were the obvious 
outcome of the fact that war movies 
were usually high-raters. The popu- 
larity of science fiction movies 
prompted the creation of Please 
Stand By which will premiere next 

Kramer emphasizes that the net- 
work "could reconsider movies 
again at any time if new movie 
packages appear with high poten- 
tial. Movie packages contain some 
duds but the tendency is to stress 
winners. Also, a great number of 
movie packages available now con- 
tain musicals or comedies which 
never do well on tv as movies, al- 
though they score as half-hour tele- 
vision shows." 

CBS stand. CBS takes the stand 
of "we don't need movies," profess- 
ing that films are nothing but "fill- 
ers" and have no place in a strong 
prime time schedule. 

However, sources at CBS say that 
the network did discuss the possibil- 
ity of movies, in both the program 
department and the upper manage- 
ment levels, as recently as February. 
William S. Paley, chairman of the 
board, reportedly took the stand 
that tv must create for itself and 
not rely on the movie industry. 

Another good reason for CBS not 
using movies, according to spon- 
sor's source, was "that local stations 
have always bought their own mov- 
ies. "CBS o&os and affiliates have 
long had the heaviest investment 

Moby Dick / 20.5 

Heaven Knows, Mr. Allison / 25.7 The Magnificent Seven / 22.5 

River of No Return / 25.9 

Long Hot Summer / 24.6 

Top movies get good ratings 

NBC "Heaven Knows," "River of No Return," "Long Hot Summer," 
this season achieved higher Nielsen ratings than tough CBS competi- 
tion. ABC top movies scored lower: "Magnificent Seven," 22.5 highest 

SPONSOR/22 april 1963 

minimum! II Iiiiiilliiiiiiiiiiil mummim 

Annual hours of feature films vary, 
network to network, year to year 




















NBC entered Saturday Night at the Movies 23 Sept., 1961; Monday Night at the 
Movies I February '63. ABC began The Sunday Night Movie 8 April 1962. al- 
though the network had tried movies unsuccessfully in 1955-56 with Film Festival 

in, and experience with, feature 
films. The network doesn't want to 
add more programming of this kind 
when many stations already have 
Early Shoiv and Late Show strips 
bordering network time (before 8 
a.m. and after 1 1 p.m.) and several 
weekend movies, all well-estab- 

Local pre-empting. There have 
been many cases where a local sta- 
tion has pre-empted network movies 
and put on its own. There is ample 
reason for such infidelity. Often, 
local stations can buy films whose 
quality and popularity are equal 
to network buys. Also, many out- 
lets pre-empt to pocket a larger 
share of sponsor money. (When a 
station programs a local show, it 
keeps most of the billings, minus 
rep and agency commission, while 
its share of a network show is little 
more than 30% of its card rate.) 

WSYR-TV, Syracuse, an NBC 
affiliate, is one such station. While 
NBC is telecasting Monday Night 
at the Movies, WSYR steadily tele- 
casts its own films. 

The station has been scheduling 
Monday prime time movies since 
September, but had little desire to 
change when NBC put movies on 
in February. William V. Rothrum. 
WSYR-TV vice president, told us: 
"I think we had a better pattern of 
movies than the network and we 
naturally had commitments. And I 
don't need to mention that we get 
higher revenue by using our own 

"The great problem is the well is 
ninning dry. When the networks 


schedule movies it means the\ are 
using movies that we could buy. 
More important, local stations are 
not in a position to create expen- 
sive high quality programs. I think 
this is a major obligation of the 

There are many examples of pre- 

KATC-TV, the ABC affiilate in 
Lafayette, La. recently pre-empted 
the network's Sunday night movie 
to carry its own film, "Mr. Rob- 
erts," a WB post-1948 syndicated by 
Seven Arts. Another ABC affiliate. 
WLOS-TV, Asheville, X. C, also 
has pre-empted ABC's movies, 
scheduling local specials. Seven 
Arts alone has sold movies to 
eleven stations for prime time use. 

MOM also has evidence that fea- 
ture films fare well against com- 
petitive programing. A survey by 
MGM, based on Xovember and 
December ARB reports, shows that 
in eight markets where MGM post- 
'48 movies were aired, they ranked 
first in six cities for their own time 

Movie competition. There is re- 
portedly a certain hard-core audi- 
ence that watches movies no mat- 
ter what the competition offers, but 
more often viewers consider the 
merits of the particular movie 

XBC's Monday night films have 
already embarassed Lucy and sev- 
eral other CBS usually-high-rating 
shows. When "Heaven Knows, Mr. 
Allison" chalked up an average 25.7 
rating, CBS scored 23.6 and ABC 
14.5, according to Xielsen. The 

same has also been true of SaturcUi 
night movies on XBC which be; I 
the CHS average rating for Gum 
.smoke and The Defenders on sev 
era] occasions. Current-season M5( 
Saturday night winners: "River cl| 
Xo Return," 25.9, and "Long Hc!| 
Summer," 24.6. Such movie rur 
aways are not frequent, but the 
happen enough to make compel 
the networks look closelv at goi 
movie packages. 

Quasi SR0. Advertiser intern 
in Saturday and Monday nigh 1 
movies has been very high, accon 
ing to George Walker of NBC salt 
development. Monday night is clai 
to the SRO sign, with only a fei' 
scattered minutes to go. Saturda : 
night movies are a bit behind, bn 
still doing very well. Monday nigh 
seems to have taken the spotligh 
first because the opening feature 
have had high ratings; secondlv be 
cause the time is less expensive. 

Many advertisers are going bac 
into movies next season, includin' 
Maybelline (Post & Mori) , Thoma 
Leeming, (William Esty) . Ligget 
8c Myers (JWT) . Miles Lat 
(Wade) , Carnation (EWR&R) 
Chesebrough-Pond's (NC&K) , Ur 
ion Carbide (Esty) . L&M is the Ian 
est advertiser on network movies! 

Several agencies seem to be movi 
promoters. Young & Rubicam, fcl 
example, carries five network mo< 
ie sponsors: Lipton, Beech-Nut Lib 
Savers, Bristol-Myers, Sperry Rant 
and Goodyear. X. W. Aver h; 
lour clients presently sponsoring 
net feature films: U. S. Rubbe 
Corning Glass (both Saturday an 
Monday night movies) , Insuranc 
Co. of Xorth America, Chrysler. 

Tom Calhoun, v. p., progran 
raing, X. \V. Aver says: "We eva'i 
ate movies on the same basis th; 
we evaluate all network tv avail; 
bilities — that is, on the basis ( 
how effectively and how efficient 
the\ reach the clients market. W 
buy movies for reach and/or aud 

Many viewers consider movies 
welcome relief from half-hour afte 
half-hour variety shows. But ne 
works are not in accord as to whetl 
er movies are "good programing 
or just "good fill-ins." ^ 


SPONSOR 22 april 196 



In sunny Florida, a tv station 

and dept. store have warm relationship 

Television's romance with depart- 
I ment stores cannot be described 
as one of the great love affairs of 
advertising. In fact, the big stores 
often tend to maintain a rather 
aloof demeanor toward tv. 

But down in Ft. Lauderdale, Fla., 
[iritis department store and WPTV, 
a Scripps-Howard broadcasting Co. 
station, form an extremely fond 
couple. In fact, they are living to- 

The affair began last fall when 
WPTV, which broadcasts in the Ft. 
Lauderdale-West Palm Beach area, 
was looking for studio space in 
Lauderdale. Britts was just about 
to open its big new store there and 
came to the station with the sug- 
gestion that the studio be set up in 
the store's community room — free 
of charge. The fascination of watch- 
ing actual telecasts, the store rea- 
soned, would be a strong magnet 
for attracting in-store traffic. 

In addition to providing studio 
space, Britts launched a major ad 
campaign on WPTV to herald the 
opening of the store. The store 
bought 65 hours in sponsored shows 
plus 2,000 spots in November and 
December alone. Some of the spon- 
sored programs originated in the 
store itself. These included One 
O'CIork at Britts with Peter Don- 
ald, and two other daytime pro- 
grams. The Peter Donald show still 
is running. This program, said 
Britts general manager Fred J. 
Rozell, "has not only proved to be 
an in-store draw, but also a most 
effective merchandising medium." 

As for WPTV, Rozell noted, its 
location in Britts makes it "the tele- 
vision station with the largest prop 
room in the world." 

It would seem, then, that the tv 
station and the department store 
are settling clown for a long and 
amicable relationship. ^ 

SPONSOR/22 april 1963 

For Britts, a live tv show draws customer traffic 

Women shoppers sit enrapt each weekday afternoon when One O'CIock at Britts, 

hosted by Peter Donald, originates live from WPTV studio in Britts dept. store 

For WPTV, in-store studio draws advertisers, good will 

Exterior entrance to WPTV studio in Britts department store adjoins store's 

main entrance. Biitis bought 65 hours, 2,000 spots during opening last Nov., Dec. 






More accounts 


ft® HOd® 







Irv Schwartz McGavren-Guild Co. 

V.P. & Gen. Mgr. Mid-West Time Sales 


Media people: 
what they are doing 
and saying 

Rumored along Madison Avenue: The sponsor Open Ear tells us 
the latest rumor is that Irv Adelsberg, formerly Philip Morris buyer 
at Benton & Howies, is now media director at Gotthells Associates. 

We have the Open Ear listening hard in New York for the where- 
abouts of Arnold Koeler, Arlene Moriarty, and Jim Clinton, all ex- 
BBDO buyers, and Pat George, ex-NC&K. If you know, call sponsor 
and come to the aid of our Open Ear. 

Manager Jimmy Watterson (Lennen & Newell, New York) of the 
P. }. O'Hara softball team is challenging one and all ad agency teams 
to set a date to slug it out with this intrepid fully uniformed hard- 
hitting nerves-of-steel team on their own field — at 59th St. and First 
Ave. any Thursday night. Any takers? 

Jim Kelly has taken leave of Fletcher Richards, Calkins R: Holden 
(New York) where he bought for Eastern Airlines and Cinzano, and 
is now buying for Standard Brands at Ted Bates. 

Bob Storch has left BBDO (New York) , and is now buying for Na- 
bisco's Millbrook bread at McCann-Erickson (New York). He replaces 
Joe Kilian, who went to Foote, Cone & Belding (New York) as ac- 
count exec for Pepsodent. 

Smith/Greenland's (New York) media director, Beryl Seidenberg, 
elected vice president in charge of media, and a member of the plans 
board. She was vice president of Kastor, Hilton, Chesley & Clifford 
(New York) before joining S/G. 

Robert L. Meyers is the new media v. p. at Edward M. Meyers Asso- 
ciates (New York) . He was formerly v. p. and director of media plan- 
ning at Street & Finney (New York) . 

(Please turn to page 46) 


Lunchtime in New York 

Buyers and sellers meet to discuss WFAA-TV's (Dallas) new package, "Movie 
For a Friday & Saturday Night." L-r are Len Tronick, Petry a.e.; Ban 
Rosikt and Judy Fields, Compton buyers; Jack Hauser, station's nat'l sis mgr 

SPONSOR/22 April 1963 

If you lived in San Francisco . . . 

. . . you 'd be sold on KRON-TV 



It Takes 

To Sell 

No one knows this better than Ferd 
Wirth, Managing Partner, Security 
Finance Company of San Antonio. 
For a combination of impact and 
effective market penetration, Mr. 
Wirth has used KONO Radio on a 
continuing basis for years. 

Anyone can buy radio . . . but the 
man who knows buys KONO Radio 
in San Antonio. 

Don't take our word for it . . . call 
Mr. Ferd Wirth at CApitol 6-6143 
(Area Code 512) COLLECT and ask 
the man who knows KONO Radio. 

For other details contact KATZ Agency. 

860 KC 5000 WATTS 



Continued from page 44 

New media supervisor at McCann-Erickson (Chicago) is Andrew 
Purcell, who was media director of McCann-Marschalk (Miami) . 

Steve Silver has moved to Young & Rubicam (New York) where 
he's senior media buyer of all media for Lipton Soups. Steve comes 
from Ted Bates (New York) , where he bought for American Home 
Products' Anacin. Before that he was with Benton R: Bowles (New^ 
York) where he was Yuban Coffee and Liquid Prell buyer. 

Bill Burding, Ted Bates (New York) buyer for Uncle Ben's Rice 
and M&M Candies, nimbly jumps the fence 1 May to become a tele- 
\ ision account exec at Meeker. 

New addition at Ellington (New York): Gwen Mason, now radio-tv 
buyer for such accounts as Coty products, Celanese, Brioschi, Krueger 
beer, and Shoemann bread at Ellington, was with Hixson & Jorgensen 
(Los Angeles) . Gwen tells us that working on the Nixon campaign 
in California for H&J conditioned her for the hectic pace of New 
York, which she loves. 

When's the housewarming? Gilbert Advertising getting settled at 
their new address, 845 Third Ave., between 51st and 52nd Streets, 
New York. 

Just a reminder, that position at North Advertising for an experi- 
enced all-media estimator is still open. Check with Barbara Swedeen 
at the agency if you're interested and qualified. 


On the ad scene: We wan- 
dered up Madison Avenue 
the other day to the offices 
of Swan & Mason to meet 
petite Blanche Wolf, direc- 
tor of radio and tv buying 
there. We learned that 
Blanche first joined the 
agency when it was founded 
in 1959, left two years later 
for a stint with Gorchov 
Advertising in Miami Beach. 
and returned (she missed 
the tempo of New York) to 
S&M early this year. Blanche, 
whose principal account is 
the Oral Roberts half-hour 
radio and tv programs, says 
Inning time for this account 
has brought the world to her 
doorstep. The tv program 
is heard throughout the 
U. S. and Canada; the radio 
show is heard not only in these vast areas, but also in a large number 
of overseas locales. Places such as Warrnambool, Victoria (Australia), 
Dunedin (New Zealand) , and Limon (Costa Rica) are everyday jar- 
gon to Blanche. She started her career as a staff producer with Du- 
Mont Television, where she stayed for four years before joining Mc- 
Cann-Erickson for a three-year tenure. She is a graduate of Pace 
Business College, and studied advertising at Columbia University. ^ 

SPONSOR 22 april 1963 

Wolf: worldly doorstep 

mil l w i n i i ii rn 


It's tougher to recruit volunteers 
for peace than for war. 

But our recruitment campaign inspired thousands to apply for the Peace Corps. 

Workers for peace win little glory. Yet they, too, fight battles 
or freedom with knowledge and skill. Right now, over 
5,000 Peace Corps volunteers are in the field, but thousands 
fnore are needed to meet mounting requests. How do you en- 
ist more volunteers? The ABC Owned Radio Stations pro- 
posed a recruitment campaign to the Peace Corps. Working 
:ogether, they produced and conducted a campaign in which 
Peace Corps Director R. Sargent Shriver and many promi- 
nent educators and personalities gave of their time and 

talent. The results? More than 3,500 listeners wrote our sta- 
tions for information and applications and the Peace Corps 
reported inquiries more than doubled. While no one knows 
how many will become volunteers, only 1% of the 3,500 
persons writing our stations could fulfill some country's 
entire needs. We are proud of this significant response that 
came from listeners of the six ABC Owned Radio Stations. 




Trends, techniques, new 
styles in radio/tv 
commercials are evaluated 
by industry leaders 



'For, lo! The winter is past . . . 
and the Voice of the Jingle is heard 
in our Land. . ." And so, all across 
America, from the small-town hard- 
ware store to regional clients to 
biggest national accounts, we hear 
commercial messages chanted and 
rhymed and orchestrated over thou- 
sands of broadcasting outlets. 

Since I earn my daily bread from 
commercial production, I cannot 
complain sadly about the plethora 

when you have a humorous idea to 
put across or when it calls for song. 
The thought: "I love you" has 
inspired a million songs, but a 
shopping list or a day's appoint- 
ment schedule is not the subject 
of music (except for humor) , and 
yet, singing commercials are often 
loaded with factual "sell copy," 
over-looking the emotional sell of 
a simple lyrical idea given added 
impact and retention value by 
means of the universal appeal of a 
memorable melody. 

Use a jingle when the idea has basic emotional impact 

Pepsi Cola's theme of "those who think young" appeals to all ages. The same copy 
is used in all media. Each medium reinforces the other to send the song a long way 

of singing commercials. But I do 
feel, as a result of the tremendous 
success of a few national jingles, 
that the all-too-prevalent me-tooism 
of the advertising business has 
caused many local, regional, and, 
unfortunately, a number of na- 
tional accounts to say "Let's use a 
jingle!" without first asking the 
question so beautifully put in a 
Ford "Peanuts" commercial: "Why 
do you have to sing about it?" 

If advertising is communication, 
the arbitrary choice of a jingle to 
tell the commercial message is like 
having Huntley-Brinkley sing the 
news to us (though modern radio 
does sing to you that the news is 
coming or is just over) . You should 
choose to sing about it when an 
idea has basic emotional impact, or 


So, when you decide to sing 
about it, even though it is a com- 
mercial, let's really sing! Find a 
truly "lyrical" lyric with freshness 
of phrase and something distinctive 
to sing about, not merely copy — 
even excellent copy — set to music. 

There are many outstanding ex- 
amples of excellent coordination 
of media usage but it's often for- 
gotten that an outstanding singing 
commercial "song title" can be the 
cornerstone of an integrated ad- 
vertising campaign. As I drive 
down the highway, that outdoor ad 
with five simple words of copy: 
"Where There's Life — There's 
Bud," is five times as effective as a 
neighboring billboard, and the 
magazine ad I scan that evening 
has ten-fold impact. And, when you 

hud a good commercial song, am 
■ i good song title (with the client' 
name in it) , stick with it. Chang 
is a wonderful thing, but mud 
change seems to be for change's sak 
alone. Freshen it, use new voices 
new arrangements, new situations 
but don't throw tiie commercia 
equivalent of "Stardust" out tin 

As an example, look at the usu 

of the singing commercial as ap 

plied by two major soft drink com 

panies. I was weaned on "Pepsi 

{Please turn to page 68) 


Don Purcell is president of: 
Pureed Productions, a commer- 
cial production firm, producing 
singing commercials, production 
spots, tv sound tracks and audio 
materials for industry; and of 
Purcell Productions subsidiary, 
Inter-Continental Broadcast Me- 
dia, which services the broad- 
casting industry with station 
breaks, commercials and syndi- 
cated programing. 

Purcell credits the creativity 
and versatility of his organiza- 
tion to the wide areas of talent 
covered by his department heads. 
Lou Carter, creative director, 
got his musical start with Glen 
Gray and Jimmy Dorsey and is 
perhaps best known for his char- 
acterization of "Louie, the song 
writing cabbie" on the Perry 
Como show and Jack Paar show. 
The thorough musical knowl- 
edge and gentle humor appears 
in his singing commercial work. 

SPONSOR ,22 april 1963 



"How many copies did you run off on the ABC-TV fall program line-up that I 
brought back from the convention?" Neal Edwards asked girl Friday Mary Bokel. 
"I'm not sure," answered Mary. "The counting gizmo on the "Ditto" machine is 
out of whack. But I know I left half of what I started with in Mr. Houwink's 
office and gave him one extra. Then I gave half of what I had left to Charlie 
Macatee in the Sales Department plus two extras. When I got down to Kay 
Fisher in Traffic, I only had a few, so I gave her half plus 3 more. Now I've got one 
left for our files." 

"Your distribution system is somewhat capricious," snorted Edwards, "but 
at least I know now how many you started with." 

Do you? Send your best estimate* along and become eligible for one of our valuable 

* Unless our gizmo is out of whack, our best estimate of your best buy in 
the Washington area is spot announcements in the 11% hours of regular 
weekly news programing that make WMAL-TV Television News Leader 
in the Nation's Capitol. Harrington, Righter & Parsons, Inc. can fill 
you in on the details. 

Puzzle adaptation courtesy Dover Publications, New York 14, N. Y. 
Address answers to: Puzzle #77, WMAL-TV, Washington 8, D. C. 



Evening Star Broadcasting Company 


Represented by: HARRINGTON, RIGHTER & PARSONS, Inc. 

Affiliated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va. 

P0NS0R/22 april 1963 



22 APRIL 1963 

What's happening 
in U.S. Government 
that affects sponsors, 
agencies, stations 

Rep. Oren Harris lias left the rating services dandling on the question of 
whether there will be further hearings. He refuses to give a flat "yes'" or "no." 

Actually, l lie results appear to he final. Harris, other subcommittee members, and the staff 
all appear convinced the case has been made. They would like further chances at least to twit 
broadcasting and advertising industries for continuing to rely on ratings after the committee 
full) believed it had already raised a red flag at least two years ago. 

But this might not provide a strong enough push to devote more valuable time. 

Whether or not there are further hearings, which would likely be anticlimatic, 
the next big development will be the committee report. 

There is no doubt that this will scorch the rating services, which have little hope even 
for a softening minority report. Committee Republicans vied with Democrats to ask the 
sharpest questions and to make the most barbed comments. 

Harris and his investigations of broadcasting matters have a long track record. This is 
very handy for those trying to gauge effects of the current probe, the hearings, and the 
scathing report certain to be issued. It will be a report which will almost surely recommend 
legislation to deal with the abuses and fancied abuses uncovered. 

First and most important part of the Harris track record is the almost com- 
plete absence of legislation which had been expected to follow previous exposures. 

The big achievement of all of the Harris hearings of the past was a catch-all bill which 
dealt with payola and quiz rigging. And the most important feature was extension to program 
producers and employees of penalties for transgressions, a consummation devoutly desired by 
the networks which Harris had so roundly threatened. 

Other than that, the legislative slate is bare. 

Whether, or in what manner, Congress could pass legislation providing meaningful control 
of rating services is a complicated and technical question. This is another reason why a com- 
mittee notoriously backward about putting legislation where its mouth is might want to duck 
this go-round. 

On the other hand, previous Harris investigations have had startling effects on 
government agencies. Regulatory agencies which have seemed dead suddenly found new 

And so it seems it will be this time. Already, the FTC is checking into the ratings picture. 
Chairman Paul Rand Dixon had testified that the "book" was "still open." If nobody was 
reading it at that time, many eyes are scanning it now. 

Nobody doubts that there will be further and much more sweeping FTC action against 
the rating services, despite claims of high officials that the Harris hearings uncovered nothing 
of importance not already encompassed bv the consent decrees. 

FCC chairman Newton Minow continues to refuse to confirm that he is leaving 
his post, though his refusal to deny makes it pretty plain. 

Overlooked in the general confusion is the fact that his imminent departure probably 
means a step-up in FCC activity. Fact is, Minow would like to leave a record of regulatory- 
changes behind him. He now has a fairly sure majority for most of the things he favors. 

For one thing, the FCC is quite likely to vote to recommend to Congress again passage of 
network-regulation legislation, and before the Minow departure for "greener" pastures. The 
legislation, though certainly in a better position because of the ratings hearings, still faces a 
thorny prospect in Congress. 

50 SPONSOR /22 april 1963 


Somatically Triggers Playback Units, Tape Recorders, Turntables, and Other Devices 

Here's a unique built-in feature! The 
Recording Amplifier of the RT-7 B Car- 
tridge Tape System generates two kinds 
of cue signals. One is used to automati- 
cally cue up each tape, at the beginning 
of a program, the same as in ordinary 
units. The other signal, a special Trip- 
Cue, can be placed anywhere on the 
tape. This will cause the playback unit to 
trip and start other station equipments. 

You can preset two, or a dozen or 
more RCA tape units, to play sequen- 
tially. You can play back a series of 
spots or musical selections, activate tape 
recorders, turntables, or other devices 

See your RCA Broadcast Representative 
for the complete story. Or write RCA 
Broadcast and Television Equipment, 
Dept. UD-264 Building 15-5, Camden, N.J. 

capable of being remotely started. (In 
TV use Trip-Cue is ideal for slide com- 
mercials. Tape announcements can be 
cued to advance the slide projector. ) 

You'll like the RT-7B's automatic, 
silent operation, its compactness, high 
styling, perfect reproduction. Cartridge 
is selected, placed in playback unit, for- 
gotten until "air" time, then instantly 
played. Cueing and threading are elimi- 
nated. Cue fluffs are a thing of the past! 

Transistor circuitry, good regulation 
for precise timing, low power consump- 
tion, are among other valuable features. 



22 APRIL 1963 

What's happening 
in U.S. Government 
that affects sponsors, 
agencies, stations 

Hep. Oren Harris has left the rating services dangling on the question of 
whether there will he further hearings. He refuses to give a flat "yes*" or "no." 

Actually, the results appear to be final. Harris, other subcommittee members, and tbe staff 
all appear convinced the case has been made. They would like further chances at least to twit 
broadcasting and advertising industries for continuing to rely on ratings after the committee 
full) believed it had already raised a red flag at least two years ago. 

But this might not provide a strong enough push to devote more valuable time. 

Whether or not there are further hearings, which would likely be anticlimatie, 
the next hig development will he the committee report. 

There is no doubt that this will scorch the rating services, which have little hope even 
for a softening minority report. Committee Republicans vied with Democrats to ask the 
sharpest questions and to make the most barbed comments. 

Harris and his investigations of broadcasting matters have a long track record. This is 
very handy for those trying to gauge effects of the current probe, the hearings, and the 
scathing report certain to be issued. It will be a report which will almost surely recommend 
legislation to deal with the abuses and fancied abuses uncovered. 

First and most important part of the Harris track record is the almost com- 
plete absence of legislation which had been expected to follow previous exposures. 

The big achievement of all of the Harris hearings of the past was a catch-all bill which 
dealt with payola and quiz rigging. And the most important feature was extension to program 
producers and employees of penalties for transgressions, a consummation devoutly desired by 
the networks which Harris had so roundly threatened. 

Other than that, the legislative slate is bare. 

Whether, or in what manner, Congress could pass legislation providing meaningful control 
of rating services is a complicated and technical question. This is another reason why a com- 
mittee notoriously backward about putting legislation where its mouth is might want to duck 
this go-round. 

On the other hand, previous Harris investigations have had startling effects on 
government agencies. Regulatory agencies which have seemed dead suddenly found new 

And so it seems it will be this time. Already, the FTC is checking into the ratings picture. 
Chairman Paul Rand Dixon had testified that the "book" was "still open." If nobody was 
reading it at that time, many eyes are scanning it now. 

Nobody doubts that there will be further and much more sweeping FTC action against 
the rating services, despite claims of high officials that the Harris hearings uncovered nothing 
of importance not already encompassed bv the consent decrees. 

FCC chairman Newton Minow continues to refuse to confirm that he is leaving 
his post, though his refusal to deny makes it pretty plain. 

Overlooked in the general confusion is the fact that his imminent departure probably 
means a step-up in FCC activity. Fact is, Minow would like to leave a record of regulatory 
changes behind him. He now has a fairly sure majority for most of the things he favors. 

For one thing, the FCC is quite likely to vote to recommend to Congress again passage of 
network-regulation legislation, and before the Minow departure for "greener" pastures. The 
legislation, though certainly in a better position because of the ratings hearings, still faces a 
thorm prospect in Congress. 


SPONSOR/22 april 1963 

<y t» <^' <m \* 


automatically Triggers Playback Units, Tape Recorders, Turntables, and Other Devices 

Here's a unique built-in feature! The 
Recording Amplifier of the RT-7 B Car- 
tridge Tape System generates two kinds 
of cue signals. One is used to automati- 
cally cue up each tape, at the beginning 
of a program, the same as in ordinary 
units. The other signal, a special Trip- 
Cue, can be placed anywhere on the 
tape. This will cause the playback unit to 
trip and start other station equipments. 

You can preset two, or a dozen or 
more RCA tape units, to play sequen- 
tially. You can play back a series of 
spots or musical selections, activate tape 
recorders, turntables, or other devices 

See your RCA Broadcast Representative 
for the complete story. Or write RCA 
Broadcast and Television Equipment, 
Dept. UD-264 Buildin« 15-5. Camden, N.J. 

capable of being remotely started. (In 
TV use Trip-Cue is ideal for slide com- 
mercials. Tape announcements can be 
cued to advance the slide projector. ) 

You'll like the RT-7B's automatic, 
silent operation, its compactness, high 
styling, perfect reproduction. Cartridge 
is selected, placed in playback unit, for- 
gotten until "air" time, then instantly 
played. Cueing and threading are elimi- 
nated. Cue fluffs are a thing of the past! 

Transistor circuitry, good regulation 
for precise timing, low power consump- 
tion, are among other valuable features. 


SPONSOR-WEEK Advertisers & Agencies 

Ad outlay good investment 
A-C official advises brokers 

"Our goal is to build a unique 
company — rooted in strong and ag- 
gressive promotion -- in the mass 
toiletr) and proprietary fields. In 
the course of our existence, two 
lads we have learned loom as es- 
pecially important. Number one: 
The consumer is willing to change, 
and will change it properly moti- 
\aied. And number two: The more 
we invest in advertising, (he less 
our advertising to sales ratio be- 

This optimistic statement of mai- 
keting philosophy and strategy was 
delivered b\ Robert L. De Pauw, 
comptroller ol Alberto-Culver, to 
the Stock Brokers' Associates at the 
Midwest Stock Exchange last week. 
It sounds very like the answer to an 
ad man's dream. 

Scanning the financial statements 
of the eight-year-young firm leaves 
little doubt that Alberto-Culver is 
unique in many ways. But perhaps 
iis most compelling distinction for 
the advertising-researching scholar 
is the exclusive use of television to 
launch A-C in 1955, the continua- 
tion ol this exclusivity and a corres- 
ponding sales growth which ex- 
ceeded $57 million in the eight-year 
period. Here's the historical back- 
ground: At the outset, A-C boasted 
but one product, VO 5 Hairdress- 
ing, and put all its efforts and 
money behind it. The 1956 sales 
curve rose sharply to the $1.5 mil- 
lion mark with about hall that 
spent lor advertising. 1957 wit- 
nessed another 90% sales increase, 
and 1958, an 80% increase. 1959 

Beauty and the beat in beer break 

Conductor Arthur Fiedler takes a break while recording six new radio jingles for Rheingold Beer 
to chat with Loretta Rissell, Miss Rheingold 1963. Produced by Campbell, Emery, Haughey & 
Lutkins, Boston, New England agency for Liebmann Brewery, each one-minute spot is briefly in- 
troduced by Fiedler and features a variation on the Rheingold theme. Recording was done at 
Ace Recording Studios, Boston 

found sales doubling, and 1960 sale 
reached the $15 million mark. B 
1961 sales climbed to well over $2 
null ion and at the end of 1962 A-C 
was sitting pretty with $57 million 
on its ledger, up 127% over '61. 

While most major companies pu 
top-secret labels on their marketing 
manouvers, Alberto-Culver is anxi< 
ous to focus the industry spotlight 
on its strategy. Outlining the com- 
pany's "well-defined formula," D 
Pauw pointed to a five-pronged pro 
gram which included "a small 
group of key executives to keep 
things running efficiently," a de- 
centralized sales force — "by the end 
of 1963 we hope our sales force 
will increase to 500 men" — and 
most significantly "high-quantity 
advertising with high-quality com- 
mercials." In these days of spiraling 
costs and profit squeezes, Alberto- 
Culver labels television "a conserva- 
tive investment." "Our experience 
has taught us that with a top prod- 
uct and a top commercial, the more 
we advertise it on television, the 
more we sell it in the marketplace," 
said De Pauw. 

And that is not empty praise. 
Alberto-Culver's tv billings have 
been building momentum over the 
past few years, skyrocketing to $24,- 
477,005 last year (gross time figures 
from TvB/LNA-BAR) . This is 
double the 1961 ad outlay of $12,- 
319,098 and indications are that 
when the dust settles, Alberto-Cul- 
ver will be jockeying with some of 
the billings bulwarks for a promi- 
nent place among the top ten tele- 
vision advertisers. 

While most of A-C's competitors 
spend between 40 and 50% of every 
dollar for "general administrative 
and selling expenses," and show an 
average annual sales growth of 
under 20%,, A-C spends approxi- 
mately 66.9% of its sales dollar for 
the same purpose and achieves an 
average annual rate increase of 
84.4%. W r hat's in store for tv in 
63? Take De Pauw's remark on 
sales — "I am pleased to announce 
that for the first quarter ending 28 
February, we're 50% ahead ol last 
year" — apply a slide rule, and it 
looks like another banner year for 
Alberto-Culver and television. 


SPONSOR 22 April 1963 

Company-sponsor drive 
by N.Y. AMA chapter 

The New York chapter of the 
American Marketing Assn. has 
stepped up its campaign to enlist 
more companies in sponsoring the 
national AMA and its activities. 
Over 200 companies presently do 
so, and additional sponsors gained 
through the current drive will help 
to broaden the base of services of- 
fered to the more than 9,000 AMA 
members, including 1,300 in the 
N. Y. chapter. 

Fred Goldstein of f. Walter 
Thompson, chairman of the chap- 
ter's company sponsor commit- 
tee, said the latest addition to the 
company sponsor roster is N. T. 
Fouriezos & Associates, 1 1 W. 42nd 
St., which specializes in consumer 
research. President Nick Fouriezos 
has designated executive v.p. 
Charles Rosen as the firm's rep- 
resentative in the AMA company 
sponsorship program. 

Tv ads under microscope 
in U.S., o'seas meets 

Advanced seminars in the study 
of the tv commercial are being 
staged in eight cities and seven for- 
eign countries during the next 
three months by Harry Wayne Mc- 
Mahan, advertising consultant. 

KYW-TV, Cleveland, sponsored 
the first of a series for tv station 
clients earlier this month (3 April), 
and the Dayton Advertising Club 
premiered the first 1963 all-day 
seminar (4 April) . 

Other tv stations sponsoring 
the screenings-and-lectures include: 
WJZ-TV, Baltimore, 16 April; 
WBZ, Boston, 29 April; KDKA, 
Pittsburgh, 23 May, and KPIX, 
'San Francisco, 23 July. 

The St. Louis Ad Club will stage 
;an all-day seminar on 16 July, with 
the Denver Ad Club scheduled to 
have its second seminar later in 
the year. International appearances 
iby McMahan include: Toronto, 
| Assn. of Canadian Advertisers, 1 
May; Caracas, Venezuela, five-day 
iindustry seminar, 6-10 May; IAA 
•World Congress, Stockholm, 27-29 

McMahan will spend the month 
of June in Europe, staging 12 semi- 
nars in London, Paris, Cologne, 
Hamburg, and Lausanne and at- 

SP0NS0R/22 april 1963 

The product looks lousy 

That was the problem dealt with at recent workshop of American Women in Radio and Tv. Here 
moderator Aileen Paul, tv homemaking specialist (I) discusses how to make products look more 
attractive and effective on the screen with (l-r) Dean Nelson, CBS TV staff lighting dir.; Margaret 
Murphy, Farley-Manning Associates and expert in preparation and presentation of packaged goods 
for tv; and Bill La Cava, senior producer, Foote, Cone & Belding, in charge of all ccmm. prod. 

tending the International Advertis- 
ing Film Festival in Cannes, 16-21 
June, where he served as president 
of the ten-nation jury last year. Spe- 
cial five-day seminars for New York, 
Los Angeles and Chicago are being 
planned for later in the year. 

McMahan is the author of "The 
Television Commercial." For many 
years he headed his own produc- 
tion company in Hollywood, then 
served five years on plans board at 
the McCann-Erickson and Burnett 
agencies before becoming a private 
consultant and industry speaker 
three years ago. 

Posner Shoe ties radio 

Dr. Posner Shoe Co., via Sheldon 
Fredericks Advertising Associates, 
is marking its 75th anniversary 
with a major spot radio campaign 
on WOR, New York, and Mutual 
Broadcasting System. The six-week 
drive will run through the week of 
29 April, and consists of some 150 
one-minute spots. Arthur Pine As- 
sociates handles public relations for 

The spots are aired in the John 
Gambling Show, Dorothy and Dick, 
The McCann's, Martin Block 
Show, Luncheon at Sardi's, and in 
The Carlton Fredericks Show. 

Augmented by newspapers, Sun- 
day supplements, and in-store dis- 

plays, the campaign also features a 
Diamond Jubilee Prize Contest 
topped by a first prize of a Mister 
Softee Ice Cream Truck or $5,000 
in cash. 

Cummings opens fire 
on art for art's sake 

"For advertising to be an effec- 
tive sales tool, the creative strategy 
and execution must be an integral 
part of over-all marketing plan- 
ning. This requires a battery of 
artillery — not a single gun." Bart 
Cummings, Compton president, 
proclaimed this declaration of war 
on a prevalent single-minded pur- 
suit of creativity which produces 
the clever, bizarre, much-talked- 
about advertising, much of w4iich 
is a "colossal waste of the adver- 
tisers' money." 

Cummings reminded the San 
Francisco Advertising Club that 
real creative advertising — as op- 
posed to ersatz creative advertising 
— must be based on a detailed 
knowledge of the consumer and 
the best way to reach him. This in- 
volves the skills of many people in 
all departments of an agency. 

A four-part program was pro- 
posed by Cummings to take the 
emphasis off the concept that 
clever, off-beat advertising is an 
effective sales tool and to put it 


SPONSOR-WEEK Advertisers & Agencies 

\ '■'> 

Spot estimating goes 'automated' via CMB 

Timebuyei s <>l at leasi 
six oJ the top radio t\ 
agen< ies today have ;n 
their finger-tips the an- 
swers to man) ol then 
clients' toughest queries 
that formerly took them 
days to come up with. 

The reason — this year 
their agency media de- 
partments acquired an 
"Electronic Estimator" 
when the) bought a new 
service for agencies from 
Central Media Bureau. 

Some typical questions 
they can now answer 
quickly are: "Just how 
much of our air budget 
have we spent now that 
our campaign has been 
running for five weeks?" 

"Now that a sister brand to our account is going on the air through 
its agency, do our new earned discounts make it possible for us to 
get more announcements without extra money?" "What is our 
cost-per- 1,000 in the top 50 markets compared with last fall?" 

In brief, CMB's electronic estimator actually prices the buy, 
produces all the forms, records, documents which are necessary for 
the functionings within the agency, as well as those needed by the 
media rep and the medium. Pictured above with the new device 
are (1-r) CMB president Kenneth C. Schonberg, exec v. p. William 
Sloboda and Mrs. Louis R. Hirst, v. p. -secretary. 

■ . 

back on sales results: (1) apply 
the creative talents of the experts 
in the merchandising department; 
(2) create fresh new research tech- 
niques and methods from the re- 
search department; (3) realize val- 
ue and results of a creative media 
and programing department; (4) 
saturate the artists, copywriters, 
and tv producers with product or 
service facts, market and consumer 
attitude research, the sales status 
and objectives. 

Indie retailer dead? 
DDB's Weiss thinks so 

Advertising agencies may soon 
have to revise their entire promo- 
tion and marketing concepts, at 
least according to a prediction by 
E. B. Weiss, Doyle Dane Bern- 
bach's v.p. for special merchandis- 

ing service. Claiming the inde- 
pendent retailer is already dead in 
food retailing, he says the same 
thing is happening among hard- 
ware independents, appliance and 
furniture independents, even among 
independent druggists. 

In an in-depth study titled 
"Death of the Independent Re- 
tailer," Weiss predicts that within 
five to ten years, at least 75% of 
total retail drug outlet volume will 
be divided between corporate and 
independent drug chains — "ditto 
with respect to volume moving 
through furniture, appliance, and 
hardware stores." 

This means, he adds, that at 
least 75% of the volume done on 
most mass-consumed pre-sold brands 
will be captured by corporate and 
independent chains. 

Weiss sees this as resulting in 

most manufacturers moving the 
bulk of their volume through a 
small group of central buying of- 
fices ol corporate and independent 
chains: these buying offices buying 
through committees — no salesmen 
allowed; the store buyer being 
downgraded, with EDP controlling 
automated buying and automated 
re-ordering, and the buying of- 
fices insisting on the buying direct 
— and turning to controlled brands. 

Breck's broadcast build-up: A regu- 
lar co-sponsor of ABC TV's Goirm 
My Way (via Ayer), John H. Breck 
has stepped up its television activi- 
ty considerably through its other 
agency Reach, McClinton & 
Humphrey, Boston. A new spot 
campaign in 43 markets is designed 
to cover all the country's leading 
trading areas with one-minute 
spots in prime evening time and in- 
creased network exposure consists 
of participating spots on four CBS 
TV shows daily from 10 a.m. to 

Supports speech clinic: In the 
spirit of public service and a burst 
of Easter-bonnet jubilation, Max 
Factor and Parfums Corday are un- 
derwriting the Las Floristas 25th 
Annual Floral Headdress Ball on 
26 April (8:30-9:30 p.m.) as a color- 
cast on KNBC, Los Angeles. 
This new-to-tv- social-philanthropic 
event is run annually for Las 
Floristas Pre-School Clinic for chil- 
dren between the ages of two and 

Literary note: Radio and tv copy- 
writers looking for some extra au- 
ricular reading can now scan 
a monthly trade publication de- 
signed especially for them. Pub- 
lished by Key Line Productions of 
New York for May 1963 distribu- 
tion, "Key Lines for Copywriters" 
features aids (by product category) , 
listing of up-and-coming events to 
be considered in preparing copy, 
list of often forgotten types of busi- 
ness that use advertising, and a spe- 
cial group of "key lines" as rccpiest- 
ed by tv and radio copywriters. Sub- 
scription rate is $20 per year, single 


SPONSOR 22 April 1963 

copies $2, obtainable from Key Line 
Productions, 203 W. 1 38th St., New 

Campaign: A record number of 
nearly 400 new 1963 toys is getting 
record-breaking advertising sup- 
port from A. C. Gilbert, which will 
spend $2.5 million to promote its 
increased line. The 54-year-old toy 
firm is also stepping up its opera- 
tion with a complete repackaging 
program and an increase in the 
sales force. 

Agency appointments: The Hotel 
Corp. of America's Hotel America, 
set for 1965 opening in Boston, to 
Ghirurg 8c Cairns . . . Zenith Life 
Insurance Co., Chicago, to Herbert 
Baker Advertising . . . James Booth 
Aluminum, Ltd., Rhymney Brew- 
eries, and Airwoods to Kenyon & 
Eckhardt, Ltd. . . . West Baking to 
Ruben Advertising Agency, Indian- 
apolis . . . C. P. Goerz American 
Optical Co. to Kameny Associates 
. . . Consumer products division of 
Air-O-Plastik to Newman-Martin, 
which has been handling the in- 
dustrial products line for over a 
year . . . The Borough of Avalon, 
New Jersey resort, to T. L. Reimel 
Advertising, Philadelphia . . . Div- 
co-Wayne Corp., producer of auto- 
motive and mobile home products, 
to Robert S. Taplinger Associates 
for corporate public relations . . . 
Consolidated Sewing Machine Corp. 
of New York and Sweet-Orr & Co., 
also N. Y., to Bruck & Lurie. 

Moving: Rembert Brown to copy- 
writer at Knox Reeves. 
Gustavus Ober to executive vice 
president of Marianne Strong As- 
sociates, public relations. 
Carl R. Falletta to advertising man- 
ager of international division of 
Borden Foods, succeeding Ferris J. 
Brogan who moved to sales. 
Colby J. Luten to advertising man- 
ager of Alexander Smith Carpets 
division of Mohasco, succeeding 
Tage Fagergren, resigned. 
I William A. Hosie and Kenneth P. 
< Bochat to vice presidents of Hill 
and Knowlton. 

Robert Wall to associate director 
I of the art department and vice 
I president of Young &: Rubicam, 
land Andrew Schmitt to manager 
of the art department. 

Joe Giordano rejoined Hockaday 
Associates as vice president and 
creative director after three years ai 
Young & Rubicam. 
Maryann Silver io to account man- 
ager at Weightman, Philadelphia. 
Tom Pringle to the copy depart- 
ment of Guild, Bascom &; Bonfigli. 
George Svestka to art director at 
George H. Hartman, Chicago; 
M. G. Schultz to the production 
department, Gay Gelb to the broad- 
cast department as assistant super- 
visor, Joanne Corwin to broadcast 
traffic manager, and Anne Keleher 
to broadcast estimator. 
Bern Kanner, vice president and 
media manager, to director of me- 
dia, Sol Dworkow to vice president 
and manager of the commercial tv 
production department, and Edwin 
A. Bihl to vice president, at Benton 
& Bowles. 

Stephen P. Bell, former account 
supervisor in the New York office 
of Needham, Louis &: Brorby, to 
vice president — member services, 
for the Advertising Federation of 

[ames P. Roos, Robert K. Swanson, 
Norval B. Stephens, Jr., and Brad- 
ley M. Wyatt, Jr. to account super- 
visors, and Philip T. Perkins to 

account executive at Needham, 
Louis 8c Brorby. 

David G. Wylie named executive 
art director of Campbell -Mithun. 
Richard N. Williams to vice presi- 
dent-marketing of the Organic 
Chemicals Division, Olin Mathie- 
son Chemical. 

John A. Waite to Mogul Williams 
& Saylor as vice president lor mar- 
keting and client services and ac- 
count supervisor on Maradel Prod- 

H. Conrad Knickerbocker to man- 
ager of public relations for Hall- 
mark Cards. 

Andy Jenkins named copy director 
of Pritchard, Wood. 
Obit: Samuel Croot, 76, chairman 
of the board of Croot R: Accola, died 
3 April. Founder of The Samuel 
Croot Co., Croot was active in the 
agency's management as president 
until this year when the agency was 
reorganized and renamed. 


SPONSOR/22 april 1963 

Agency sculpture stresses teamwork 

Riedl & Freede, of Clifton, N. J., will have this welded steel sculpture in its new headquarters 
building to symbolize the teamwork of manufacturing, advertising, and distribution to gain a 
share of the market, and to maintain a pattern of growth. Sculptured by Barbara Lekberg, it is 
valued at over $25,000 and is scheduled for completion next month at her studios in New York 


SPONSOR-week Networks 

Ink runs black on NBC TV books 

April may be the crudest month 
for souls which wax poetic, but it 
opened with a bang at NBC TV. 
The first two weeks brought busi- 
ness into the house which put the 
network in an SRO position on 
Monday night, a source of many 
sales headaches last year when the 
red ink flowed on Saints and Sin- 
ners and It's a Man's World. 

Shedding sunshine on the Mon- 
day sales roster were Timex and 
Purex, two traditional sponsors of 
NBC TV specials. The pair bought 
The Hollyiuood Story which fol- 
lows Monday Night at the Movies 
beginning in September. Estimated 
cost of the half-hour documentary 
series is $35,000. 

Pontiac dropped about $1 mil- 
lion into the NBC TV pot for par- 
ticipation in seven programs in '63- 
64. The shows include the new full 

hour Mr. Novak (Tuesday, 7:30- 
8:30) . American Tobacco com- 
pleted its 1963-64 buy and it turned 
out to be more business for the net- 
work than last year, ft will now 
have two minutes per week in the 
movies, as compared with one and 
a half per week in Empire. 

Buying into NBC TV's summer 
(third quarter) schedule for a total 
of $1.5 million were Scripto, Quak- 
er Oats, Block Drug and U.S. Rub- 
ber. The first two weeks of the 
month also saw the signing into the 
next season daytime schedule of 
Lorillard, Continental Insurance, 
Kimberly Clark, and Readers' Di- 
gest Services. 

CBS Foundation grants 

The eight winners of the 1963- 
64 CBS Foundation News Fellow- 
ships, announced last week, will 

Kildare takes pulse of award winners 

Richard Chamberlain, NBC TV's "Dr. Kildare," welcomes winners of the Fifth annual NBC TV 
Promotion Managers Awards to the MGM Studios, where they watched filming of the series. The 
promotion managers received a one-week, all-expense-paid trip to the West Coast as their prize. 
Left to right are David Williams, WNDU-TV, South Bend; Don Whiteley, KTAL-TV, Shreveport; Caley 
Augustine, WIIC-TV, Pittsburgh; Chamberlain; Howard Wry, WHNB-TV, Hartford; and Dick Paul, 
WAVY-TV, Norfolk. Other highlights included talks with top NBC brass and visits to other sets 

each receive a year of study at 
Columbia U. with grants averaging 
approximately $8,000 apiece. The 
scholarships were set up in 1957 to 
provide "one year in which broad- 
cast journalists of great promise 
can, through detachment from their 
routine work, find both formal and 
informal opportunities to build up 
their knowledge of particular sub- 
jects and, at the same time, increase 
their understanding of the poten- 
tialities of radio and tv for news 
and public affairs programing." 

TV Guide favorites 

TV Guide readers voted six 
awards to NBC and two to CBS in 
a nationwide poll to determine 
their favorites. NBC News had two 
award-winners: The Tunnel, in the 
single news or information pro- 
gram category, and Huntley-Brink- 
\ey Report, in the news series cate- 

Other NBC winners: Bonanza, 
favorite series; Bob Hope Christ- 
mas Shoxv, top single dramatic, 
musical, or variety program; Rich- 
ard Chamberlain (Dr. Kildare), 
favorite male performer, and Walt 
Disney's Wonderful World of 
Color, top children's series. 

Snaring the laurels for CBS were 
Beverly Hillbillies, favorite new 
series, and Carol Burnett, named 
favorite female performer (on 
specials and as a guest on the Garry 
Moore Show) . 

O'seas tv ads on NBC 

Some of the more popular foreign 
tv commercials will be featured to- 
night on NBC's colorcast of David 
Brinkley's Journal. They include 
an Italian motor scooter ad in 
which all the sounds are made by 
a man who does sound effects with 
his mouth, a British gasoline com- 
mercial, and a French girdle ad 
which Brinkley says does not treat 
the product with "circumspection." 

The program will also feature 
films highlighting Britain's counter- 
part to Atlantic City — Brighton — a 
summer resort on the ocean where 
"people sunbathe in felt hats and 


SPONSOR 22 april 1963 

Griffin goes CBS TV: When Tal- 
ent Scouts returns to CBS TV on 
2 July as the summer replacement 
for The Red Skelton Hour its host 
will be Merv Griffin, recently de- 
parted from his own daytime show 
on NBC TV. Red Skelton sponsors 
will also back the Talent Scouts. 
They are: Best Foods (L&N) , S. C. 
Johnson (FC&.-B) , Lever (BBDO) , 
and Philip Morris (Benton & 
Bowles) . 

Sales: Liggett & Myers (JWT) and 
Men ley & James (FC&.-B) will spon- 
sor Amos Burke, an hour-long com- 
edy-drama series about a million- 
aire police detective, to be locked 
into the ABC TV schedule on Fri- 
day nights (8:30-9:30 p.m.) start- 
ing in the fall. Gene Barry stars in 
the Four Star Productions series. 

Covering the inner six: NBC be- 
came the first American network to 
move into Common Market terri- 
tory with a full-time news bureau 
set up primarily to cover the activi- 
ties of the European Economic 

Community. Based in Brussels, the 
bureau will be headed by corre- 
spondent John Chancellor. 

Bedside Network ball: George A. 
Graham, Jr., NBC executive, Ed 
Sullivan, CBS TV personality, and 
Stanley Adams, president of ASCAP, 
are the honorary co-chairmen 
working on the 25 April charity 
ball at New York's Plaza for the 
Bedside Network of the Veterans 
Hospital Radio and Television 
Guild. The event will be a "Trib- 
ute to Bud Collyer," charter mem- 
ber of the organization, and will 
mark the 15th anniversary of the 
network. Johnny Carson, Deputy 
Mayor Edward F. Cavanagh, Jr., 
and Frank Shakespeare, CBS exec- 
utive, will make personal tributes. 
Sponsors and contributors include 
The Greater New York and New 
Jersey Metropolitan Area Rambler 
Dealers Advertising Assn., J. B. 
Williams, Leonard Hicks, Jr.. 
BOAC, The Grolier Society, Lan- 
vin Parfums, Pan American, Ennv 

of Italy, and Trans Caribbean Air- 

Kudos: NBC News correspondent 
Frank McGee won a 1962 Head- 
liner Award for "outstanding tv 
network newscasting." This is the 
second time McGee has been cited 
by the organization, the first in 
1958. . . NBC received a certificate 
of commendation from the Chicago 
Committee of 100 lor "observing 
the fundamental right of equality 
of opportunity in employment 
without regard to color, creed, sex, 
or national origin." . . The Nation- 
al Education Assn, commended 
NBC for the "warmth and under- 
standing" with which the teaching 
profession is portrayed in NBC 
TV's 1963-64 series Mr. Novak. 
Hazel A. Blanchard, president of 
the NEA, an organization of over 
800,000 teachers and administrators, 
sent the commendation in a tele- 
gram to chairman of the board 
Robert W. Sarnoff after seeing the 
pilot of the series. 

Everybody Knows 

♦ ♦ 


on the dial 



From 1926 to 1956, through the glamorous 
era to the important service of modern radio. 
WIOD - "Wonderful Isle Of Dreams" - was 
nationally recognized and respected. 

The call letters were changed to WCKR in 
1956. On April 1st, 1963, the cycle was com- 
plete -WCKR became WIOD. 

Programming is designed for adult information 
and entertainment. Every broadcast minute is 
important ... to us ... to our listeners ... to 
our advertisers. 



National Representative: GEORGE P. HOLLINGBERY COMPANY 

SPONSOR/22 april 1963 


SPONSOR WEEK Stations and Syndication 

Plans to curb air ads 
hit as unconstitutional 

rhe Georgia Assn. <>l Broad- 
casters has adopted a resolution 
viewing the FCC proposals regard- 
ing the limiting ol broadcast ad- 
vertising as "unwarranted, un- 
wanted, and unwise.'' and pledged 
a unanimous effort to work for the 
defeat of an\ such proposal, in- 
cluding the plan to make the NAB 
Code limitations a part of the FCC 
regulations. CAB stressed, how- 
ever, it dots not oppose the NAB 

Says GAB: "Am proposal to re- 
strict radio-tv advertising is uncon- 
stitutional and against the Ameri- 
can tradition of free enterprise. 
The restriction of legitimate adver- 
tising violates the right of free 
speech. Such restrictions violate 
the businessman's right to sell his 
best possible product at the best 
competitive price. 

"Advertising restrictions would 
strangle and destroy many small 
market and daytime radio stations 
and open the way for weekly news- 
papers to win unfair competitive ad- 
vantage in local advertising rates." 

La. outlets face fines 
for ads sans sponsor ID 

One tv and two radio stations in 
Lafayette, La., face heavy fines as 
a result of airing "teaser" an- 
nouncements, heralding the open- 
ing of a new general merchandise 
discount store in paid ads, without 
identifying the sponsor. 

KLFY-TV, of Camellia Broad- 
casting, may have to pay a $1,000 
fine, while KPEL, of Radio La- 
fayette, Inc., and KXKW, of Gen- 
eral Communications, may each 
have to pay S250. The three sta- 
tions have .HO days in which to 
petition the FCC to have the fines 
reduced or dropped. 

The FCC said the action w : as 
taken for "willful or repeated vio- 
lations of the Communications Act 
and Commission sponsorship iden- 
tification rules." From 13-16 May 
last year, the station announce- 
ments stated, in substance, that 
"On Ma) 23rd, prices in South 

Louisiana are coming down," with- 
out identifying Brown's Thrift 
Citj as paying for the aired state- 

TAC now has 55 

A progress report Irom Televi- 
sion Affiliates Corp. indicates just 
that — lots ol progress since last year 
at this time when the station pro- 
gram exchange could boast 12 
members. The roster now includes 
55 stations. 

Fight new stations joined TAC 
in the last few weeks to bring about 
the new membership total. They 
are: WBTV, Charlotte; WTVN- 
TY, Columbus, O.: WECT, Wil- 
mington, X. C: WUHF, Milwau- 
kee: WZZM-TV, Grand Rapids; 
KAKE-TY, Wichita; WJTV and 
WLBT, Jackson. Miss. Both sta- 
tions in Jackson joined on a "share 
the library" arrangement. 

Station goes blue grass 
in bid for big dollars 

The estimated 100.000 southern- 
ers who've migrated to Chicago 
since 1950 are finding plenty of 
country and western music on 
WTAQ, La Grange. III., which has 

Industry honors Hough 

Harold Hough, v.p. and director of WBAP (AM- 
FM & TV), Fort Wayne, is now the official 
"Dean of American Broadcasters," a title 
awarded him by the industry in recognition of 
his over 40 years in communications. Hough 
has been on every board of NBC and ABC 

increased such programing from 
two to 21 hours a week. Reason 
for the folksy air: WTAQ, now- 
sponsored locally, is about the only 
Chicago-area station airing a sub- 
stantial amount of country music 
and thus hopes to attract a piece of 
the national spot business in the 

Top talent has been garnered to 
insure the success of the program- 
ing switch. Names like diet Ward, 
Jimmy Dawson, and Bill Blough 
are carrying the heavy load of new 

North admen unfreeze 
new synd radio format 

Too many radio stations are be- 
ginning to sound alike and need a 
new format, with a number losing 
ad revenue because many national 
advertisers and their agencies have 
no knowledge of a station's pro- 
graming pattern," claims William 
Conner, v.p. of Chicago's North 

Using this as a "call to the col- 
ors," Conner and his co-workers- 
have put together a new two-hour, 
five-a-week program called Action, 
which they feel will make national 
advertising buying and selling 
easier. Keyed to young moderns 
under 28, it consists of script, 
theme music and jingle, news intro 
music, and 60 interest features of 
60-90-second length. These are- 
geared to run 12 per program inte- 
grated with the station's own se- 
lected music and news. 

North has set up a separate pro- 
graming service division offering. 
Action to one station in each lis- 
tening area, with sales open to all 
current and potential advertisers. 
Production and management 
groups are separated from person- 
nel working for North clients. 
Cost of the program is based on 
number of weekly spots sold by 
station, plus 15%. 

7 win McCall's 'mikes' 

Seven women broadcasters have 
won "Golden Mike" awards from 
McCall's magazine, presented an- 
nually for 12 years. Heading the 
roster is Marriarose, creator of an 
educational tv program called 


SPONSOR 22 april 1963 - 

Concept, for WRCV-TV, Philadel- 
phia, along with the other winners 
as follows: 

Service to the community in gen- 
eral— (executive) Helen C. Ryan, 
WTHI-TV, Terre Haute; (broad- 
caster) Phyllis Knight, WHAS-TV, 
Louisville. Service to the family— 
(exec) Deborah Miller, WCAU-TV, 
Philadelphia; (broadcaster) Patsy 
Avery, WTVM, Columbus, Ga. 
Service to the American future — 
(exec) Virginia K. Bartlett, 
WHDH-TV, Boston; (broadcaster) 
\nne Slack, NET, New York City. 

San Diego station execs 
form Brentwood Pacific 

Two executives from KFMP>. 
San Diego, resigned from the sta- 
tion and are stepping out on their 
own with an all-purpose broadcast 
operation called Brentwood Pa- 
cific, located in La Jolla. 

Principals are Jack Keiner, pre- 
viously manager of the San Diego 
station, and GoefF Edwards, pro- 
gram director. The new firm will 
create broadcast audience promo- 
tions, devise and conduct sales pro- 
motion events, produce radio and 
tv programs, and, in the future, 
purchase broadcast properties. 

Brentwood Pacific will also serve 
as management consultants to sta- 
tion owners. First customer: 

Mike Santangelo joins 
Susskind as exec asst. 

Talent Associates - Paramount, 
Ltd., in line with plans for "a vast- 
ly expanded production schedule in 
tv, motion pictures, and theatrical 
presentations," is adding Michael 
R. Santangelo in the newly created 
post of vice president executive as- 
sistant to president David Susskind. 
He joins the company on Monday 
(29) after seven years with West- 
inghouse Broadcasting, most recent- 
ly as assistant to the programing 
v.p. Westinghouse has not named 
his successor as yet. 

Involved the past season in the 
production of over 175 individual 
programs, he joined Westinghouse 
as a public relations director after 
serving as an account exec at Ben- 
ton & Bowles; Robert Gray Associ- 
ates, Motion Pictures for Televi- 
sion, and Kelly-Nason Advertising. 

SPONSOR/22 april 1963 

Salinger adds plaudits for Doney 

Presidential press secretary Pierre Salinger, featured speaker at the annual award luncheon of 
the Cleveland Press Club, congratulates WJW-TV's Jim Doney, who received a placque as the 
"Best of Industry in Cleveland Television." He is host of the station's "Jim Doney Adventure Road" 

ITC profit at $500,000 

Net profits after taxes for Inde- 
pendent Television Corp. during 
the 1962-'63 fiscal year ending 30 
April are expected to exceed $500,- 
000, reports president and chairman 
Michael Nidorf. He says this will 
be the third straight year of profits 
for the company, and "next year we 
expect to do even better." 

ITC's net profit figure for the 
three-year period ending 30 April 
will top $2 million, on gross sales of 
over $20 million. Some 40% of 
ITC's sales were grossed by its In- 
ternational Division. 

FCC curbs on-air races 

FCC has decided that too many 
stations are indirectly abetting il- 
legal gambling with broadcasts of 
horse racing information and that 
something must be done about it. 
Commission's solution is amend- 
ments to part three of its rules to 

clearly define what particular pro- 
grams would fall into forbidden 

Proposed curbs would prohibit 
broadcast of "any program known 
or intended by the licensee to be 
of substantial use to persons en- 
gaged in illegal off-track gambling 
on horse races." Programs con- 
taining specified information 
deemed undesirable would not be 
affected provided they are neither 
preceded nor followed by another 
such program within a two-week 

Also exempt would be races in 
which the purse exceeds $25,000, 
since major races are of national 
interest to sportsmen. Another ex- 
emption would be for the broad- 
casts on two occasions during any 
calendar year, of information con- 
cerning a full day's racing card if 
the track involved is within 100 
miles of station's main studio and 
if it is, or is associated with, an 
event of local importance. 


Syndication: Veteran tv-producer- 
director Calhoun Mckean has 
formed his own production outfit 
to produce for tv, industry, and 
government. In addition, Mckean 
Associates will serve as eastern pro- 
duction representative for Alex- 
ander Film Co. of Colorado 

Mckean was formerly vice presi- 
dent in charge of motion picture 
production at Trans-Film Caravel 
.tml prior to that was head of com- 
mercial t\ production at Caravel 
Films for more than ten years. 

Address of Mckean Associates is 
-118 West 54th Street. New York. 

Sales: WBC Program Sales' The 
Steve Allen Show debuts on WISN- 
TV, Milwaukee, tonight, 22 April, 
and on \V AST-TV. Albany, on or 
about 1 September replacing Thea- 
tre 13 currently being aired. These 
two sales bring total markets for 
the 90-minute, late-night show to 

New properties: New series for tv 
comes from a rather unusual source 
— the Horatio Alger Awards Com- 
mittee of the American Schools 
and Colleges Assn., a non-profit or- 
ganization. The program, with the 
theme Opportunity Still Knocks, is 
being prepared by Ed Biel & As- 
sociates and John Cameron Swayze 
is expected to act as host. Each 
half-hour episode will be a drama- 
tization of the life of an award 

Moving: Alan D. Courtney, former 
vice president in charge of network 
programing for CBS TV, to MGM- 
TV, West coast, in a major execu- 
tive position. 

William E. Kosh to the staff of On 
Film, Inc.. Princeton. 

Aaron Spelling to Four Star Tele- 
vision with special responsibility 
for production of the new Gene 
Barry series slated for ABC TV 
this fall. 

Lee Watson to the production staff 
of Videotape Center as the third 
lighting director. 

William F. Bohen to the tv sales 
department of On Film, Inc. 
Jerry C. Karpf to the sales staff of 
Videotape Center. 

Representatives merger: Walker- 
Rawalt Co. and The Devney Or- 
ganization consolidated their sta- 
tion lists and sales personnel. 

Representative appointments: 
WPGC, Washington. I). C. to Mort 
Bassett & Co. . . . WETB, [ohnson 
City, Tenn., W'kXV, Knoxville, 
WTID, Norfolk, VVNXT, Ports- 
mouth, O., and WWOR-TV, Wor- 
cester, Mass., to Vic Piano Associ- 
ates . . . KVKM-TV. Midland-Odes- 
sa-.Monahans, Tex., to Jack Masla 
Co. Station operates a satellite in 
Alpine, kVLF-TV, which will also 
be repped by Masla . . . kRGN, 
las Vegas, to Herbert E. Groskin 
. . . The Puritan Network Stations. 
WLYN, Lynn, Mass., WTSA, Brat- 
tleboro, Vt., and WNBP, Newbury- 




The Indies come out fighting 
for the ad dollar. Next week 
SPONSOR reports on what they 
are offering the national time- 


port, Mass., to Grant Webb . . . 
WREB, Springfield, Mass.. to Mort 

Moving: Charles W. Barrickman 

promoted to Los Angeles sales man- 
ager for ABC TV Spot Sales, suc- 
ceeding Richard Beesemyer, recent- 
ly named general sales manager of 
WABC-TV, New York. 

Richard C. Coveny to the sales 
service department of Blair Tele- 

Jon Rudy to the Chicago radio 
sales staff of katz, from research 
analyst and timebuyer at Leo Bur- 

Theodore M. Wrobel to manager 
of the Philadelphia office of Metro 
TV Sales ,from assistant sales man- 
ager of WBZ-TV, Boston. 

A shut-out in Pittsburgh: To bally- 
hoo the opening day game of the 
Pirates against Cincinnati, Wild 
preempted its Laramie-Empire net- 
work hue on 9 April and scored a 
ratings grand slam of its own by 
running Angels in the Out field, an 
MGM comedy which the station 
had bought. The one-time special 
pulled in a 20 rating and II' , 
share ol audience (7:30-9 p.m.) . ac- 
cording to a special ARB. Com- 
petitor KDKA-TV averaged an 18 
rating and 88°;, share and WTAE- 
TV averaged a 9 rating and 19% 

For summer scholars: The 28th an- 
nual summer workshop in tv and 
radio, a full-time, six-week profes- 
sional training course in the tech- 
nical and creative techniques of 
broadcasting, will be offered by 
New York University's division of 
general education from 24 June to 
2 August. It's open to high school 
graduates without previous train- 
ing and to professionals working in 
the field who want to broaden their 
knowledge. College students may 
register on a credit basis. The in- 
tensive 45-hour-a-week schedule in- 
c hides classroom w r ork, lectures by 
professionals, tours to broadcasting 
facilities in the city, at least 15 
hours of laboratory work in the 
school's air-conditioned tv studio 
and nine hours in the radio studio. 

Civic minded: A pilot venture just 
completed by WINS, New York, 
saw station personalities and ex- 
ecutives converge on nearby Yonk- 
ers for a week-long, on-the-air sa- 
lute to the Westchester County 
community, fifth largest citv in the 
state. Remote broadcasts eman- 
ated from civic, industrial, shop- 
ping, educational, recreational, re- 
ligious, and cultural centers. "We 
hope to schedule a continuing se- 
ries of these 'Weeks' from commu- 
nities within the five boroughs as 
well as in New York City's neigh- 
boring areas," said station manager 
Mark Olds. "Our aim is twofold: 
to give WINS listeners a better 
idea of the historical, cultural, and 
economic diversity to be found 
within our listening area; and to 
attempt to bridge the barrier of 
'bigness' which separates the large 
metropolitan radio station from its 

(Please turn to page 62) 


SPONSOR/22 april 1963 



sponsor inadvertently created a 
the 15 April issue in a report 
the aftermath of the newspaper 

Lane's Dept. Store launched 
Washington's Birthday sale spot 
campaign on WNBC-TV which 
represented one third of money 
spent to publicize the sale in '62 — 
all in newspapers. Results: Sales at 
their Green Acres Suburban stores 
were up over last year and holiday 
sales at the New York store, ex- 
pected to tall below last year, were 
the same. 

Herman's sporting goods stores 
success with tv during the strike re- 
sulted in a re-allocation of funds 
for '63-'64: now 50% of ad money 
will go to television. January sales 
alone were doubled over last year. 

John David. Wallachs, and Saks 
34th are good examples of the 
many advertisers satisfied with ra- 
dio use during the strike but plan- 
ning to revert completely to pre- 
strike media plans involving most- 
ly print. 

Cleveland stores. May Co. stores 
in Cleveland sponsored an ex- 
tended newscast on KYW-TV in 
Cleveland five times a week. The 
company did not advertise steadily 
on tv previously, but because of 
good results during the strike the 
company plans to keep advertising 
on the station. WJW and WEWS 
television stations are also expected 
to retain some strike-time adver- 

Department stores in Cleveland 
have always been heavy radio users. 
Three of the large ones, Halle's, 
Higbees, and May increased then- 
radio budgets during the strike 

J. C. Penney tried radio in Cleve- 
land for the first time, and liked 
it. Station salesmen feel it will 
stick with the medium. 

The general feeling among de- 
partment stores: 

There is not enough time on ra- 
dio or tv to list many items. 

cliff-hanger in 
(see p. 39) on 
strikes in New 

York and Cleveland. Readers were asked to 
turn to page 55 — only to find the conclusion 
was missing. Here's the "lost" story ending: 

Air media are best utilized to ad- 
vertise a specific event or build an 

Airlines. The airlines took a 
great interest in tv during the 
strike. Four giants in the industry 
who entered tv during the strike 
were newcomers to the medium: 
Eastern, Northeast (new in New 
York) , United, and National. Unit- 
ed bought many spots in Cleveland. 

The strike prompted Eastern to 
enter tv, although the possibility 
had been discussed often in the 
past. KLM and National claim 
their tv debuts had nothing to do 
with the strike, however. 

Northeast had used television in 
Miami and Boston before the strike 
but never in New York. With 
heavy use of local tv in New York, 
the airline reports an "incredible" 
increase in business; 43% more 
passengers on New York-Miami 

Entertainment. The motion pic- 
ture industry's long romance with 
newspaper advertising seems to be 
cooling; the New York and Cleve- 
land movie success with tv/radio 
provides strong proof that broad- 
cast media can fill the gap. 

For example, a United Artists 
executive claims that the release of 
"Taras Bulba" in New York, ad- 
vertised via tv, achieved one of the 
best grosses ever for the Astor on 
Times Square. Tv is also credited 
with extra-large turnouts for "Days 
of Wine and Roses." 

In the legitimate field, the 
League of New York Theatres 
placed radio and tv advertising for 
the first time as a group. The spots, 
giving a phone number to call for 
information, triggered as many as 
77,000 calls a week. 

An interesting sidelight: only one 
more Broadway play folded this 
year during the strike than in the 

same period last year, and hits ran 
as if nothing was wrong. 

Tv and radio have been given a 
great deal of credit. A spokesman 
for "No Strings" and "Photo Fin- 
ish" claimed both media were "ex- 
tremely effective" in bringing peo- 
ple to the box office. 

"Little Me" was the object of a 
one-week radio campaign which 
reportedly did not prove greatly ef- 
fective. The reason given by the 
promoter was inability to obtain 
proper availabilities. 

Broadway found broadcast ad- 
vertising successful for promoting 
phone inquiries and bringing peo- 
ple to the boxoffice but mail orders 
fell off considerably because prices 
of tickets could not be retained by 
the viewer or listener. 

Another problem: tv is very ex- 
pensive for the theatre budget. Un- 
like other clients, the individual 
theatre cannot increase its earnings 
beyond the capacity of the theatre 
and therefore must balance the ad 
budget carefully. 

In Cleveland the Hanna Thea- 
tre, presenting live stage produc- 
tions, reported business way up 
during the strike. Owners give the 
credit to broadcast advertising. 
Downtown Cleveland first-run mov- 
ie houses said they rang up "tre- 
mendous" grosses on good movies, 
although new motion picture op- 
enings were held back. 

Movies have consistently adver- 
tised on radio and tv in Cleveland. 
During the strike a "dial-a-movie" 
campaign ran on all Cleveland ra- 
dio stations, and reportedly was 
very successful. 

The long newspaper strike has 
shaken the newspaper fidelity of 
many an advertiser. Radio and tv 
stations may become winners in 
the long run — and not by default, 
either. ^ 

I lllllllllilllMlilllllllllllllllllllllllllllllllll 
SPONSOR/22 aprii. 1963 


SPONSOR-WEEK Stations and Syndication 

Integrated commercials: The In- 
ternational Ladies' Garment Work- 
ers' Union dressed up tv screens in 
New York as sponsot ol the Easter 
Parade on WPIX. Four commer- 
cials, each about three minutes 
long, traced the birth and growth 
ol the union. The spots were 
video-taped foi one-time use on 
Eastei Sunday . \ ia Wexton. 

Changing hands: WHGB, Harris- 
burg, bought In East Coast Broad- 
casting, Herbert Schorr, president, 
for $250,000 Erom Herbert Ken- 
drick. Schorr is Eormer owner ol 
WFEC, Miami, and WRVM, 
Rochester. He's presently associ- 
ated with WDAS, Philadelphia. 
Edwin Tornberg brokered the 
deal. . . . WBSM, New Bedford, 
sold b\ The Duchaine Estate to 
George Gray and Murray Carpen- 
ter, with Blackburn the broker. 
Gray was, until recently, executive 
vice president and general mana- 
ger of WORE, Boston, and previ- 
ously was sales executive for ZIV- 
TV and ITC. Carpenter is found- 
er of WABI-TV and WTWO-TV, 
Bangor, and WPOR, Portland. 
Me. Prior to that he was with 

News flash: That's what's happen- 

ing on major expressways in Dal- 
las as part ol a stepped up promo- 
tion In VVFAA. Station has in- 
stalled two I-' x 50' bulletin spec- 
taculars electronically controlled to 
signal In a flashing set ol quote 
marks whether either ol the two 
frequencies, WFAA-820 or WFAA- 
570. have news reports on the air. 

On the public service front: Metro- 
media, owner of W NEW-TV, New 
York, made a contribution of $12,- 
()()() to the Educational Broadcast- 
ing Corp., owner and operator of 
WNDT, in response to a plea 
Erom the etv station for help in 
meeting its operating expenses for 
this fiscal year. Metromedia had 
contributed $250,000 to assist in 
the acquisition of the station in 
December 1961. . . . WSAZ, Hunt- 
ington, W. Va., made a gift of 
SI 0,000 in tv equipment to Mar- 
shall University. Included are an 
RCA studio-type tv camera, lens, 
and associated cable, and equip- 
ment. The school will use the gift 
as the basis for future closed-circuit 
educational television. . . . To help 
dramatize Midwest Space Month 
(9 April-9 May). WLS, Chicago, 
will rebroadcast two Chicago Por- 
trait shows featuring an interview 
with NASA administrator James E. 

Any similarity is purely coincidental 

Carrying off the booty of a recent trip to WJBK-TV, Detroit, where he was awarded what might 
be the world's largest (8 foot) salami is Steve Allen and presenters: Ron Kowalski and Dave 
Burland, v. p. and sales mgr. of Kowalski Sausage, and "B'Wana Don" Hunt, syndicated kiddie 
show personality. Steve in turn awarded the salami (Wryly) to a children's hospital in Detroit 

Webb. Station also released an lp 
album taped from the interview 
lor distribution to scientists and 
industrialists attending the Thilfl 
National Conference on the Peace- 
ful Uses of Space, in Chicago, be- 
ginning 1 May. ... In perhaps the 
most concerted assault on the prob- 
lem of traffic deaths and injuries 
in California history, KBIG, Los 
Angeles, last week (19 and 20) call 
celled all its regular programing 
and commercials for a two-day pe- 
riod to produce a 21-hour traffic 
spectacular . . . WABC is support- 
ing the New York City Cancer 
Committee's drive for funds during 
April with an original public serv- 
ice campaign. Cash prizes (via 
drawing of cards) will go to 77 con- 
tributors and corresponding fund 
raisers who called on them . . . The 
second in a monthly series spot- 
lighting New York's action depart- 
ments on WINS was a 5 April 
salute to the Police Department, 
with live pickups scheduled 
throughout the day direct from 
communications headquarters on 
Centre Street . . . WABC, New 
York, has a new daily program 
called File 77, produced in coopera- 
tion with the Better Business Bu- 
reau of New York. Broadcasts, 
aired at intervals throughout the 
day and night, are capsule alerts to 
the public on how to avoid decep- 
tive and fraudulent business prac- 
tices . . . KRLA, Los Angeles, pre- 
sented a check for $1,000 to the 
Crippled Children's Society to be 
used for medical equipment for 
handicapped youngsters at Camp 
Joan Mier. The monev was raised 
by the station with the Society's 
permission last year by on-the-air 
plugs for a KRLA twist record 
album issued by a Hollywood re- 
cording company . . . During the 
past eight months, WSFA-TV, 
Montgomery, has been conducting 
Citizens' Advisory Meetings where- 
by four members of the station's 
management meet with a group of 
leading individuals from the view- 
ing area and discuss tv's influence 
in the community. Meetings have 
proved so fruitful the station is 
taking its meetings into other south 
Alabama counties . . . KATZ, St. 
Louis, spearheading a city-wide 


SPONSOR 22 april 1963 

drive to raise food and mone\ Eoi 
die oppressed Negroes in Green- 
wood, Miss., in coordination with 
the Students' Non-Violent Coordi- 
nating Committee . . . Sixteen epi- 
sodes of Repertoire Workshop, a 
weekly half-hour series produced 
by die five CBS TV o&o's, to en- 
courage new talent, have been do- 
nated to the Eastern Educational 
Network for early May start . . . 
VVBAL-TV, Baltimore, new policy 
is not to sell any program time or 
announcements for political pur- 
poses but rather to donate, as in 
the case of the 1963 city mayoralty 
campaign, an extensive schedule 
of five, 15, and 30-minute program 
periods throughout the day, every 
day of the week, to the two candi- 
dates and their running mates, 
with all appearances to be live. 
Estimated value of the offered time 
is $30,000. 

Hearty welcome: When the Site Se- 
lection Committee of the Demo- 
cratic National Committee landed 
in Philadelphia they got a red-car- 
pet treatment which included an 
'ad in the Inquirer from the WFIL 
stations welcoming them to (he 
"friendly city" and several on-the- 

air ad lib welcomes. 


Still together: Marhoefer Baking 
!Co., Altoona, signed a new 52-week 
•contract to continue its record as 
WFBG-TV's oldest advertiser in 
'terms of continued service. The 
'new pact marks Marhoefer 's eighth 
consecutive year on the 10-year-old 

New quarters: To accommodate 
expanding operations, CKLW (AM 
& TV) moved its Detroit office to 
the 14th floor of the Guardian 
Building. Station had been on the 
33rd floor since it began broad- 
casting 31 years ago. In recent 
Rears additional offices have been 
maintained on the 31st floor. 

Programing notes: Marketing on 
the Move, a 13-week series examin- 
ing America's economy and busi- 
ness structure, debuted as a week- 
ly WNBC-TV, New York, feature 
on 13 April (2:30-3 p.m.). ft was 
produced by educational station 
WGBH, Boston, in association 
with the International Marketing 

Institute of that city Snooky 

Lanson signed a new one-year con- 

SP0NS0R/22 1963 

Brewer buys biggest package ever on Portland station 

The largest single radio time package in the station's history was sold by KEX to Carling Brew- 
ing. Included are partial sponsorship of the Beaver Baseball games and full buy of "Carling 
Nightside" from 9-12 p.m. for 52 weeks. Making it official (l-r): stn. sports dir. Bob Blackburn; 
Beavers gen. mgr. Hub Kittle; Carling div. ad mgr. E. S. Coombs; Carling's Seattle agency Guild 
Bascom & Bonfigli's Hans Stern; KEX gen. mgr. Fulton Wilkins. Carling Brewing is a Tacoma company 

tract for continuation of his Club 
11 on WAII-TV, Atlanta. . . . 
Northeast Dateline — Canada, a se- 
ries on our northern neighbor, re- 
sumed on the Northeast Radio 
Network on 15 April for its sec- 
ond season. 

Like hotcakes: SESAC has already 

closed deals in 125 markets on its 

newest LP scries which it intro- 
duced at the NAB convention. 
Called "Just a Minute," there are 
10 LPs of 60-second show-stoppers, 
useful lor themes, heavy spot 
schedules, saturation campaigns, 
program features, etc. 

Sales: WEJL, Scranton, chalked up 
a 124% increase in national spot 

Beautician juggles figures for March of Dimes 

The lady in the middle is Miss Theresa Pilarz, Grand Rapids hair dresser, who pledged a gen- 
erous $50 in recent WZZM-TV Telerama. A few days later, in typical feminine fashion. Miss 
Pilarz changed her mind, marched into the station and presented Larry Bos (I), Telerama chmn., 
and gen. mgr. Mark L. Wodlinger (r) with a check for $5,050. Telerama total topped $36,00C 


SPONSOR-WEEK Stations and Syndication 

The switch is thrown and station sees its name in lights 

An estimated 1,500,000 passers-by daily will view WABC-TV's new "7" in a Times Square Spec- 
tacular sign which is operating 19 hours each day and bears the news of the New York station's 
telecast schedule. Pres. of the ABC o&o's and acting gen. mgr. of station, Ted Shaker threw 
the switch with help of Dick Beesemeyer, gen. sales mgr., and Douglas Leigh, creator of the sign 

billings during the first quarter of 
196.3, coming on the heels of a 48% 
hike during 1962. Station, which 
recently celebrated its -10th anni- 
versary, is one of 1 1 radio stations 
in the Scranton-Wilkes Barre mar- 
ket .. . WSTV, Wheeling-Steuben- 
ville, chalked up an 1 1.68% overall 
sales increase for the first quarter ol 
this year over the same period in 
1962 • • . Let's take a Second Listen, 
a 55-minute weekly show on WFIL 
(FM), Philadelphia, which features 
musical scores from Broadwa\ 
shows that never quite made the 
top but produced hit numbers, and 
also from foreign productions, was 
signed up for its third consecutive 
year under the sponsorship of the 
Fidelity-Philadelphia Trust Co. 

Going up: KSD, St. Louis, now op- 

erating with a new, high fidelity 
transmitter located a mile north of 
East St. Louis where the previous 
transmitter was situated. 

Extra curricular activities: Jim 
Dutson, KMOX-TV, St. Louis, spe- 
cial projects writer-producer, 
named to the faculty of McKen- 
dree College, Lebanon, for the 
Ninth Annual Writers' Confer- 
ence to be held 24-29 June .... 
NAB named a five-man committee 
to recommend plans for a new 
NAB headquarters. Clair R. Mc- 
Collough, president of the Stein- 
man Stations, is chairman and the 
other members are Ben Strouse, 
president of WWDC, Washington; 
Ben Sanders, president of KICD, 
Spencer; Joseph E. Baudino, vice 
president, Westinghouse Broad- 

casting; and Payson Hall, presi- 
dent, Meredith Broadcasting. . . . 
Robert E. Harris, advertising and 
sales promotion manager of KCBS, 
San Francisco, has been named 
vice president of the San Francisco 
Bay Area Publicity Club. 

That's what we call doing things 
in a big way: WABC, New York, 
had to go to the Polo Grounds to 
find enough wide open space in 
which to judge the final portion of 
its Mona Lisa contest. The station 
had offered cash prizes for listen- 
ers' painted or drawn reproduc- 
tions of the then-visiting Mona 
Lisa. Categories were the smallest, 
the best reproduction, the most 
humorous, and the largest. Noted 
painter Salvador Dali assisted in 
judging the first three groups but 
the sole judge of the last was the 
tape measure. More than 150 
giant size Mona Lisa-es were sent 
in to WABC from all sorts of lis- 
teners including a Boy Scout troop 
which took the art work on as a 
group project and patients from a 
mental institution that did a mam- 
moth canvas as therapy. Winning 
entry measured 2, GOO square feet. 
Promoted on the station for a two- 
week period, the contest pulled in 
31,630 paintings, drawings, and 

Happy anniversary: To Youth 
Forum, celebrating its 20th birth- 
day on WNBC-TV, New York. 
On 14 April, four veterans of the 
program helped moderator Doro- 
thy Gordon mark the occasion. . . . 
WLKW, Providence, celebrated its 
second anniversary on 12 April. In 
honor of the event, the station pre- 
sented a bottle of champagne with 
two roses (played on the theme of 
"The Days of Wine and Roses") to 
major local advertising agency per- 
sonnel and accounts . . . WJBF-TV, 
Augusta, Ga., recently celebrated 
the fifth anniversary of carrying Top 
Ten Dance Party, a syndicated tv 
series produced live by subscribing 
stations which receive all the ele- 
ments of the program. Alan Sands 
is producer-syndicator . . . The 
WEBR, Buffalo, trafficopter cele- 
brates its fourth year of service on 
27 April. The twice-daily feature 


SPONSOR/22 april 1963 

adds up to more than 8,000 broad- 
leasts, 1,800 to 2,000 hours of flying 
time, and 155,000-160,000 miles 
covered. Reporter Jack Sharpe has 
handled the reports since WEBR 
inaugurated the service, outlasting 
three pilots and three helicopters. 

testimonial: WESH-TV, Daytona 
Beach, gives quite an endorsement 
to the new Fairchild 8 mm. news- 
reel, sound-on-film camera, which 
the station is now using for all its 
spot news coverage . Its "the an- 
swer to a newsman's dream," ac- 
cording to general manager Thorn- 
las Gilchrist. "They are light, com- 
pact, and we have found the qual- 
ity of sound is much better than 
.with the Auricon's we have been 
using." WESH-TV has equipped 
jits cameras with portable self-con- 
tained lights so it can shoot night 
news stories as well as daytime. 

They were listening: Over 150,000 
listeners voted, via mail, in 
WWRL, New York's Fifth Annual 
Aunt Jemima Gospel Singing Con- 
test. Fifteen finalists were selected 
by the audience from 1,000 con- 
testants and the final choice was 
made by a panel of judges ... In 
a seven-day, fm radio giveaway con- 
test controlled to measure audience 
jin comparison with two previous 
bontests, WPBS, Philadelphia, drew 
J.803 mail responses. This repre- 
sents an audience-growth indica- 
tion of over 900% in just 11 
ponths— the period over which the 
contests were held. 

Kudos: The 28th Precinct Youth 
Council, an extra curricular police 
ictivity in New York City designed 
to combat juvenile delinquency, 
lonored VVLIB general manager 
Harry Novik with its special five- 
Lear plaque denoting his activities 
in its behalf . . . The Nebraska 
Legislature adopted a resolution 
congratulating WOW, Omaha, on 
ts service to the public and joined 
Ivith others to help the station cele- 
prate its 40th anniversary . . . WINS, 
New York, was selected to receive 
he Sigma Delta Chi Radio Re- 
porting Award for 1963 for its cov- 
erage of the Idlewild Airport crash 
ast November 30 . . . WBRB, 
Mount Clemens, Mich., won the 
School Bell Award from the Michi- 

gan Education Assn. for its edi- 
torial coverage . . . The Treasury 
Department honored KTVB, Boise, 
for its program to inform the pub- 
lic of changes in Federal laws and 
how to complete tax forms . . . 
Eight WSB staff members, receiv- 
ing a combined total of 11 awards, 
were honored for outstanding 
broadcast journalism by the Ass<» i 
ated Press at the meeting of the 
Georgia AP Broadcasters Assn. . . . 
WTAE, Pittsburgh, women's direc- 
tor Jean Connelly, has been invited 
to participate on a panel at the 
forthcoming American Women in 
Radio and Tv Convention in Phil- 
adelphia, 2-5 May. Appearing with 
her will be Steinman station presi- 
dent Clair McCullough; producer 
Bob Banner; NBC vice president 
Louis Hausman . . . Stan Scott, 
associate news editor of WSTV- 
TV, Wheeling-Steubenville, was 
awarded the station community- 
service award of the Rust Craft 
Broadcasting Co., presented to only 
three employees during the past ten 
years . . . Cedric Foster, Mutual net- 
work commentator, has been dec 
orated with the Order of George 
First, rank of Commander, the 
highest decoration of the Greek 
government to a foreigner . . . 
Parker Wheatley, KMOX-TV, St. 

Louis, director of public affairs, 
will be among the ten individuals 
and one organization to be honored 
by the "St. Louis Argus" at the 
Seventh Annual Awards dinner at 
the Ambassador Hotel . . . WFGA, 
Jacksonville, cited for the fourth 
consecutive year in National Press 
Photographers Assn. newsfilm com- 
petition awards . . . WJR, Detroit, 
presented a 1963 School Bell Award 
by Michigan Education Assn., with 
special recognition for co-produc- 
ing weekly series called Teachers* 
Re port Card . . . WPDQ, Jackson- 
ville, cited by ALSAC for campaign 
on behalf of the Leukemia Drive 
. . . KMOX, St. Louis, farm director 
Ted Manger received an award of 
merit from the College of Agricul- 
ture Alumni Assn. of the Universi- 
ty of Illinois . . . Eight stations 
were regional winners in the Na- 
tional Academy of Tv Arts & Sci- 
ences first annual competition for 
the outstanding programs produced 
locally and dealing with a signifi- 
cant issue in the station's commu- 
nity. The eight: WBAL, Baltimore; 
KING, Seattle; WCBS, New York; 
WKY, Oklahoma City; WBBM, 
Chicago; KMTV, Omaha; KNXT, 
Los Angeles; WCAU, Philadelphia. 
Final winner will be named on Em- 
my Awards Telecast on 26 May. 

P0NS0R/22 april 1963 

Pepsi hopes to hit home with Colt broadcasts 

M. G. "Bob" Wolfe, v.p. of Pepsi-Cola, southern div. mgr., gets some inside Houston Colt .45s 

baseball parlance from Colt gen. mgr. Paul Richards and pres. Judge Roy Hofheinz at broadcast 

sponsors' meeting in Houston. Full-scale promotion program by bottlers will backstop broadcast 



i ( ontinued from page 32) 

— is quitting the radio business. 
Nielsen denies it's getting oui <>1 ra- 
dio. 1 he < ompan) s.i\ s ii is paus- 
ing temporarily -until the end of 
the M'.n io i reate time in whi< h 
to regroup iis samples, and to ex 
perimeni with promising, new. 
transistorized radio meters. 

Whatever the company's public 
proclamation, insiders believe Niel- 
sen has no intention ol seriously re- 
entering radio. Knowledgeable ob- 
servers upon thai Nielsen ahead) 
has carried out tests on radio met- 
ers, and these proved unworkable. 
It's claimed the company intends 
to fall back on diaries to record 
radio listening. 

In presentations to agenc) and 
broadcaster clients. Nielsen has said 
it will give each home a separate 
diary lor each radio in the home: 
in other words, if there are six sets 
there'll be six diaries. But no one's 
worked out what'll happen if, say, 
only two of the six diaries are re- 
turned, and many other essential 
facts of methodology appear to 
have been deliberately ignored. 

This becomes critically impor- 
tant in view of Nielsen's own esti- 
mate that radio surve\ charges, 

when and il the "new" service gels 
rolling, will be lour to si\ times 
higher than present rates. 

All these lac ts lead some c lilies 

to the \ iew thai the company has 
no serious intention ol becoming 
engaged in radio measurement. 
"The dial \ ideas is uliei l\ 1 idic u- 
lous." sa\s a research specialist. 
"This was investigated b\ ARB— 
which uses the diar\ lor tv — ami 
rejected as impractical." 

The situation ai the momeni is 
that onlv Pulse and Nielsen are 
offering radio measurements which 
are widely used lor spot radio sell- 
ing and buying, (though Hooper is 
used b\ several big agencies). 
Pulse had rough treatment in 
Washington, and its radio reports 
have possibly lost some acceptance. 
Nielsen has virtually withdrawn 
from radio; the per-broadcast re- 
port was admitted to be worthless, 
and has been dropped; the cumula- 
tive iadio reports which remain are 
viewed, by many buyers, as useless 
because their construction has no 
relation to the manner in which 
radio time is bought. (The market 
shares-per-time period are quoted 
as an accumulation over five days; 
not many buyers want time in five- 
day blocs.) 

It's entirely possible that there'll 

be no effective spot radio tool with- 
in the next few months, unless ARB .' 
or Hooper stirs into action; or Ifil 
Pulse embarks on a fighting cam- 
paign to re-sell its virtues, or Niel- 
sen changes iis current thinking. 
"What we're lacing at this mo- 
nienl." says a radio rep, "is one, 
big, horrible gap. ..." ^ 


(Con I in tied from page 35) 

Vigorously competing with KOGO- 
TV is the Transcontinent station, 
KFMB-TV, whose news depart- 
ment was founded by the cele- 
brated newsman Paul White. 

More news is demanded. South- 
ern Californians appear to be more 
news conscious, more news-orient- 
ated, than residents of other com- 
munities. This factor is brought 
forth with considerable animation 
in the Los Angeles area where at 
least three tv stations offer viewers 
60-minute news presentations. The 
three outlets are KNXT, K NBC- 
TV, and KABC-TV. 

"It should be remembered that 
the major newspapers do not have 
the penetration in the Los Angeles 
market equal to that in some of the 
Eastern markets and certainly can- 
not approach the penetration possi- 





Ward F. Parker has been named 
vice president in charge of mar- 
keting of Beech-Nut Life Savers. 
He succeeds Robert McDonald 
who has been promoted to new- 
ly created position of vice pres- 
ident in charge of corporate 
planning. Previously. Parker was 
vice president and coordinator 
of marketing services of JWT 
and B. T. Babbitt. 

Eugene W. Wilkin, general man- 
ager of Guy Gannett Broadcast- 
ing Services, has been elected a 
vice president. Also, Donald S. 
Moellei was a promoted from 
the post of assistant general man- 
ager to that of general manager 
of the television division. Francis 
H. Farnum, Jr., geneial manager 
of the radio division was re- 
elected a v.p. and director. 

Bern Kanner, vice president and 
media manager of Benton R.- 
Bowles, has been promoted to 
director of media. Kanner joined 
B&B in 1952 as a trainee, after 
graduation from New York Uni- 
versity. In ten years he moved 
from staff assistant, buyer, as- 
sistant media director, associate 
director, vice president, manager 
of media, to his present position. 


SPONSOR/22 april 1963 

jle by television," Robert Kennedy, 
nanager of advertising-promotion, 
{.NBC-TV, observed. Kennedy ad- 
vanced several reasons for this: (I) 
he tremendous expanse of the mar- 
ket; (2) the numerous small cir- 
:ulation suburban newspapers, and 
(3) ihe large influx of new resi- 

Kennedy felt that these new resi- 
dents, unable lo maintain old news- 
>aper loyalties, found television 
heir most informative source of 
lews in their new location. 

Rating trend is up. In the tu- 
nultuous metropolitan New York 
narket, the only one-hour news 
show currently is The Big Nexus on 
VVABC-TVfrom 6 to 7 p.m., across- 

I What prompted WABC-TV to 
,o 60 minutes with news? Said a sta- 
tion executive: "It was our feeling 

bat to the average viewer there is 
ho significant distinction made be- 
tween network stations in a mar- 
ket such as New York. The char- 
acter or image of a station is largely 
determined by its local live news 
programs. News programs gener- 

dly build slowly, but we're confi- 
dent The Big News will ultimately 
become the number one source of 
news information in New York tv." 

Why the growing interest 

in hour-long news programs? 

There is enormous sponsor interest in backing such programs. In 
many instances, they are on waiting lists for commercial time. Here 
is why: 

1. News programs reportedly gather more audience attention than 
the average entertainment program. 

2. In many markets, according to knowledgeable observers, major 
newspapers no longer have the penetration or reader loyalty they 
experienced in the past. Readers, consequently, have turned to 
broadcast media for their essential information on local, national, 
and international news. 

3. Increase in the price of daily newspapers is said to be causing 
some readers to drop their subscriptions. They now glean their 
major news from broadcast media. Observers also point out that 
new residents to the suburbs, unable to maintain old newspaper 
loyalities, are turning to broadcast news. 

4. Broadcasters call it an ideal public service to the community. 

5. The period from 5:30 p.m. on is excellent for the presentation of 
news. A WJXT (Jacksonville) survey shows that almost half of the 
chief wage earners in the station's area are home from work on 
weekdays before 5:30 p.m. and that 57% are home by 6 p.m. Some 
55% indicate that their supper hour is before 6 p.m. 

Flexibility and diversity. Wash 
ington, I). C, perhaps the most 
news conscious city in the world, 
is also infatuated with the 60-min- 
ute news block as demonstrated on 
Newsnight, 6:30 to 7:30 p.m. over 


The station that reportedly pi- 
oneered (5 November 1956) the 
full hour of tv news programing, 
WTVT, Tampa, combines local 
news, the nightly editorial, sports, 


Sol Dworkow has been elected a 
vice president of Benton & 
Bowles. He has also been ap- 
pointed manager of the agency's 
commercial tv production de- 
partment. Prior to joining B8cB 
in 1956, Dworkow was a com- 
mercial production supervisor at 
the Biow agency and chief edi- 
tor in the teletranscription de 
partment at Du Mont tv web. 

Tully Plesser, v.p. and director 
ol research for Fuller & Smith 
& Ross, New York, has been 
promoted to v.p. and director 
of marketing services. His new 
duties: directing the agency's re- 
search activities, test marketing 
programs, new product evalua- 
tion and marketing strategy, 
and coordination of all agency 
marketing services. 

Norman L. Peterzell has joined 
Vick Chemical division of Rich- 
ardson-Merrell as advertising 
manager for a selected group of 
Vicks proprietary drug products. 
[Previously, he was with Lennen 
j& Newell as vice president and 
account supervisor on the Col- 
gate account. He also has been 
with Ogilvy, Benson &; Mather 
and Bristol-Myers. 

Ben Strouse, president and gen- 
eral manager of WWDC, Wash- 
ington, I). C, has been named 
chairman of the Radio Board of 
the National Association of 
Broadcasters. This past year he 
served as vice chairman of the 
NAB Radio Board. Strouse was 
a member of the board of direc- 
tors of the Radio Advertising 
Bureau from 1955 to 1961. 


SPONSOR/22 april 1963 


fishing, weather and world news 
undei the title Pulse each week- 
nighl .it t> o'( lo( k. 

Solid successes. Before \\'|\ I . 
facksonville, decided to go hour- 
long (6 to 7 p.m.) with its news, 
it thoroughly researched its mar- 
ket to find out when most people 
gel home I torn work and have sup- 
per. Findings indicated that al- 
most halt ( I!)' , ) ol chief wage 
earners in the area gel home from 
work on weekdays hefore 5:30 p.m. 
and 579? are home by t> p.m. In 
addition, LW , reported the time t<» 
vary, leaving only 18',,' home at 

I) p.m. 559? said their supper hour 
came before 6 p.m. and another 
I.")' 1 said the time varied. 

Other Florida stations which 
have embarked on 60-minute shows 
are WESH-TV, Daytona Beach; 

WFLA, Tampa, WFG \. Jackson- 
ville, and WTVJ, Miami. 

Last December, for the fust time 
in the San Francisco Bay Area, 
viewers saw a lull-hour, news re- 
port. Big News, over KPIX, the 
Westinghouse station, consisting of 
45 minutes of locally originated 
news and 15 minutes ol CBS Net- 
work-originated news. ^ 



(Continued from page 48) 
Cola Hits the Spot" — a simple, 
jingly jingle telling the economy 
story: "twice as much lor a nickel" 
in years when a nickel really 
bought something. 

Then came the post-war years, 
1 he advent of the six-pack, and the 
pitch to the young home-maker: 
"Be Sociable" — and a word, "the 
soc iables," was added to the Ameri- 
can language. Now, the third 
change in three decades: the appeal 
to "those who think young." What 
a wonderful simultaneous message 
to consumers of all ages. In every 
case, Pepsi's use of other media car- 
ried out the same copy approach, 
each reinforcing the other and ear- 
ning the "song title" a long way. 

Now, look at Pepsi's giant com- 
petitor. Recently, in one day, I 
saw an outdoor ad (beautifully ex- 
ecuted) with a large cool bottle 
of Coke, with the copy line: "Drink 
Big." I turned on my car radio and 
heard all about "Zing!" 1 pulled 
up to a stop sign behind a delivery 
truck whose rear lettering exhorted 
me to "Have a Coke," and only 
when 1 went into a little corner 
grocery store to buy cigarettes, did 
I finally find an old sign which as- 
sured me that Coke was still "The 
Pause That Refreshes." 1 still 
chink Coke, but for me, it will al- 
ways be "the pause that refreshes," 
and not a matter of "Zing." 

So, let's say you know why you 
want to sing about your product. 
The theme has been chosen. It has 
emotional appeal. You plan to in- 
tegrate your use of media around 
the theme. Stop, Look, and LIS- 
TEN! Is it a song? With the tre- 
mendous outpourings of the music 
industry these days, it is easy to 
forget what makes a good song. We 
won't forget if we just think about 
the songs we remember best. 

You have just acquired the book 
for a Broadway musical (the copy 
platform) . You have your backers 
all lined up (the sponsor) . Cole 
Porter or Richard Rodgers aren't 
available. Oet somebody who writes 
as well — he can be found. The 
audience will come out singing. 
The sponsor will say: "They're 
playing our song." You will see 
that "flowers appear on the earth; 
the time of the singing of birds is 
come." ^ 

SPONSOR/22 april 1963 


By Egmont Sonderling 

Sonderling Stations 

Ethnic stations: a plea for representation 

As the years pass by, conditions 
change, and this probably 
holds more true in the broadcast- 
ing industry than almost anywhere 
else. There is a need for constant 
reappraisal and a requirement to 
adjust to changing times. 

With the emergence of Negro ra- 
dio as an important factor in ra- 
dio, and in view of the many radio 
tations broadcasting foreign lan- 
guage programs, it becomes evident 
that these broadcasters have prob- 
lems and confront conditions dif- 
ferent from those which concern a 
Broadcaster dealing with the gen- 
eral average audience. There can 
Oe no doubt in anyone's mind that 
in intelligently programed and 
well-managed Negro or foreign 
anguage radio station has differ- 
ent programing concepts and must 
perform a different type of public 
service job than the average radio 

Inasmuch as the NAB presum- 
ibly represents the entire broad- 
:asting industry, and since the 
N'AB wisely separated radio from 
elevision, and again divided radio 
nto am and fm, and has clearly 
established a premise that all im- 
portant segments of the broadcast- 
ng business must be represented 
)y broadcasters who practice their 
rade in the different phases of the 

broadcasting industry, it follows 
that the same principle should ap- 
ply to the broadcasting segments 
consisting of foreign language and 
Negro broadcasters. 

These broadcasters don't have a 
spokesman at the NAB who rep- 
resents them. I believe it is abso- 
lutely essential for the welfare of 
the radio broadcasting industry 
that the NAB make room for two 
directors on its board, so that one 
can represent the interests of the 
foreign language programs, and an- 
other the interests of the Negro 

I believe, furthermore, that if 
such representation were made, the 
NAB woidd be able to secure ad- 
ditional members among these 

A very relevant case-in-point is 
the problem of the NAB Code. 
This Code is to apply to all broad- 
casters, and I feel that this is the 
wrong attitude. Radio broadcast- 
ing is different from television 
broadcasting, and the requirements 
of a Negro audience are different 
from the audience living in sub- 
urbia. Many hundreds of thou- 
sands of listeners to Spanish pro- 
grams along the Mexican border 
have requirements all their own. 
Negro stations, in general, cannot 
find it compatible to eliminate ad- 

*■•■ ■ 

Egmont Sonderling is president 
and managing director of four 
ethnic programed stations: WOPA , 
Oak Park-Chicago; WDIA, Mem- 
phis; KDIA, Oakland-San Fran- 
cisco; and KFOX, Long Beach- 
Los Angeles. He began his career 
in Chicago in 1928 as announcer 
and business manager of the old- 
est foreign language program in 
the country. He has experience in 
all pJiases of the broadcast industry. 

P0NS0R/22 april 1963 

vertising of certain "personal prod- 
ucts. - ' Whether or not the NAB 
Code should or should not pro- 
hibit the advertising of such prod- 
ucts is a problem that should be 
discussed and deliberated upon; 
but there are a great many radio 
stations programing for the bene- 
fit of Negro audiences who cannot 
buy the concept of the NAB Code 
in its present form, especially when 
these stations have not had an op- 
portunity to make their point of 
view heard. 

It seems to me that the NAB 
completely forgets to utilize its 
most important assets in its efforts 
to either prevent or obtain legisla- 
tion essential for the welfare of the 
broadcasting industry. The assets 
I am referring to are the state or- 
ganizations. True, the NAB takes 
cognizance of these state organi- 
zations and even conducts meetings 
for their benefit once a year. How- 
ever, when really important issues 
come up, there is no definite plan- 
ning, no program, no proper pro- 
cedure to call on the state organi- 
zations for help and assistance at 
the grass-roots level. When the 
FCC proposed the rulemaking for 
applications for new stations and 
renewal, the state organizations 
trom coast to coast became very 
militant in pointing out to the 
FCC that the proposed rulemak- 
ing, if put into effect, would have 
disastrous effects on the industry. 

One spokesman in Washington 
cannot possibly have the same ef- 
fect as the work of thousands of 
broadcasters who can operate at 
the local level with state legisla- 
tures and also congressmen and 
senators. It takes a much closer 
relationship between the state or- 
ganizations and the NAB to obtain 
the desired results. It seems to me 
that when matters of real impor- 
tance come up, the NAB should 
have available a planned strategy 
on how to reach and utilize every 
last one of the broadcasters 
throughout the nation, instead of 
relying on its staff alone. This can 
be done only through the state or- 
ganizations who would be willing 
to do their share because they, 
more than anyone else, realize 
what is good and what is bad con- 
cerning the proposals which are 
made in Washington. ^ 




President and Publisher 
Norman R. Glenn 

Executive Vice President 
Bernard Piatt 


Elaine Couper Glenn 



Robert M. Grebe 
Executive Editor 

Charles Sinclair 

Managing Editor 
Mary Lou Ponsell 

Art Editoi 
Maury Kurtz 
Senior Editors 
Jo Ranson 
H. William Falk 

Associate Editors 
Jane Pollak 
Barbara Love 
Audrey Heaney 

Copy Editor 
Tom Fitzsimmons 

Special Projects Editor 

David G. Wisely 

Assistant Editor 
Niki Kalish 

Chicago News Bureau 
Winifred Callery 

General Sales Manager 
Willard L. Dougherty 

Southern Sales Manager 
Herbert M. Martin Jr. 

Midwest Manager 
Paul Blair 

Western Manager 
John E. Pearson 

Northeast Sales Manager 
Edward J. Connor 

Production Manager 
Nancy McAllister 

Sales Secretary 

Mrs. Lydia D. Cockerille 


Jack Rayman 
John J. Kelly 
Mrs. Lydia Martinez 
Anna Arencibia 
Mrs. Lillian Berkof 


Assistant to the Publisher 
Charles L. Nash 

Mrs. Syd Guttman 
Mrs. Rose Alexander 

General Services 

George Becker 
Madeline Camarda 
Michael Crocco 
Dorothy Van Leuven 
H. Ame Babcock 


Significant news, 
trends, buys in national 
spot tv and radio 


World's Largest manufacturer of sunglasses, Foster Grant, next month 
launches a half-million-dollar radio saturation campaign— the first use 
of this medium to promote sunglasses. The drive kicks off 24 May in 213 

markets and runs for 2 months, using minutes, 30s, and IDs. Agency . 
handling the buy: Tvndall Associates (New York). 

A large-scale schedule is in the works at General Mills for national 
introduction of two new cookie mixes, Betty Crocker Mint Fudge 
Brownie, and Butterscotch Squares. Spot tv campaigns in selected mar- 
kets will be aired 1 May through 15 June to accompany network tv and 
print. Agency is Needham, Louis & Brorby (Chicago). 

Young Corp. buying nighttime minutes and chainbreaks lor Absorbine 
Jr. through Ted Gotthells Associates (New York). Buyer Irv Adelsberg 
interested in reaching male audience. Start date in 3 June, for a 13-week 

Warner-Lambert Fi/.zies aiming for kids with campaign of prime chain 
breaks being purchased by Jim Watterson at Lennen & Newell (New 
York). Drive will begin 13 May, run through 25 August. 

Bristol-Myers Sal Hepatica campaign of day and nighttime minutes due 
29 April for a 10-week run. Buyer is Sylvia Barbieri at Young & Rubi- 
cam (New York). 

Welch Grape Juice buying schedule of minutes and chain breaks in 
fringe and daytime for a 15-week campaign to start May. Yoland 
Torro at Richard K. Manoff (New York) interested in kid and housewife 

American Home Products preparing a schedule of nighttime minutes 
(6 p.m. to conclusion) to start as soon as possible for Chef Boy-ar-Dee. 
Ricky Sonnen at Young & Rubicam (New York) is the buyer. 


Nestle's Nescafe going into 100 to 125 markets with a campaign starting 
6 May for a five-week run. Tony Maisano at McCann-Erickson (New 
York) buying minutes between 6 a.m. and 2 p.m. 

Nestle's Decaf scheduled to go into 35 to 40 markets with campaign 
ol daytime and early evening minutes starting 13 May. Spots for the six- 
week drive are being sought by Virginia Conway at McCann-Erickson 
(New York). 

Tetley Tea campaign of daytime minutes will start in May for a 13-week 
i un. Rudy Nardelli at Ogilvy, Benson& Mather (New York) is the buyer. 

Simonize Auto Wax campaign set to begin 13 May to run through 30 
June. At D-F-S (New York) buyer Dick Newnham interested in early and 
late night fringe minutes. 

Lever Bros. Lipton (regular) Tea buying day and nighttime minutes 
for a campaign to start 2 June for seven weeks. Buyer Steve Suren at 
SSC&B (New York) concerned with the housewife audience. ^ 


SPONSOR/22 april 1963 



WIES rivet 
audience attention 
'o high-caliber stars 
77 swift-moving 
stories. Norman 
Mailer's THE NAKED 
'llustrates the color 
?nd action lavished 
on these late releases 
f rom six major 
companies. Jules 
/erne's FROM THE 
Bret Harte's 
James M. Cain's 
3nd Zoe Akins' 
3dd their 
'uster to 
'he list. 

do you have these NEW MILLION DOLLAR MOVIES? 

CBS has them scheduled in New York, Chicago, Philadelphia and St. Louis. Time-Life's 
buy covers Minneapolis, Denver, San Diego and Grand Rapids. Westinghouse (Pitts- 
burgh), Corinthian (Indianapolis), Trans-Continent (Buffalo), Meredith (Syracuse), 
Scripps-Howard (West Palm Beach) and Crown (Portland) are other families in the fold. 
Surely, the same facts that persuaded these group owners and dozens of independent 
buyers are also pertinent to your programming. 







Here's a bright new feather in our cap! 

Competing against 65 other television stations, 
representing every major city in the United States, 
we have just won the 1963 Headliner Award for 
Outstanding Local TV Coverage of News Events. 

Not only that . . . the choice was unanimous. 
All nine judges selected by the National Head- 
liners Club for this 29th annual competition voted 
for us. 

Pleased as we are, however, we hasten to point 
out that we are not in this business to win awards, 
but to serve our community with the best televi 
sion possible . . . and the same spirit that ha^ 
brought us national recognition for news coverage 
is fully reflected in all our programming. Ask your 
KATZ man! 



Z OJ -Z. 2 c 
m O c — "D 

jo o v 

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O o rVO 

33 7; 33 O v£> 

7S. n S M 

-n r - o^ 

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29 APRIL 1963— 40c a copy / $8 a year 


F&S&R's 'drama' 
technique probes 
tots' minds p. 32 

> ng baby products? Reach busy mothers who 
E e the purchases— even when they are most on the 
t Keep your sales growing in this growing market 
1 Spot Radio on these outstanding stations. 

C Albuquerque 


I Buffalo 

1 Chicago 

>K Cleveland 

A Dallas-Ft. Worth 

R Denver 

[L Duluth-Superior 

FC Houston 

r VF Kansas City 

t K Little Rock 

IC Los Angeles 

fIZ Miami 

P Minneapolis-St. Paul 

WTAR . Norfolk-Newport News 

KFAB Omaha 

KPOJ Portland 

WRNL Richmond 

WROC Rochester 

KCRA Sacramento 

KALL Salt Lake City 

WOAI San Antonio 

KFMB San Diego 

KYA San Francisco 

KMA Shenandoah 

KREM Spokane 

WGTO Tampa-Lakeland Orlando 
KVOO Tulsa 

Intermountain Network 







The Richard Elliotts, "typical WXLW family," happily admire Master Duane's new Cub Scout uniform. 


The WXLW listening audience is your best target in the booming Indianapolis Market! Com- 
prising 26.7% of the Total Population of the State*" . . . our audience enjoys a better than 
average position in terms of acquired goods and potential buying power! 

"Do Your Best" for your client . . . earn yourself a Badge for Sales "Achievement" . . . place 
your schedule for '63 on WXLW in Indianapolis! 

(* U.S. CENSUS REPORT, 1960) 


5000 Watts 

950 Kilocycles 

Indianapolis, Indiana 

*Ask your Robert East man for "the typical WXLW family" profile! 




...if you new the market with trie right tools. Carol Jean Van valm (Miss 
Michigan '62 ) suggests, if you're more interested in classic figures 
than the shape of figurines, that you look them up in either ARB or 
NIELSEN. They prove that you will miss Michigan without WJIM-TV... 
statuesquely dominant for over 12 years in that rich industrial outstate 
area made up of LANSING-FLINT- JACKSON and 20 populous cities... 
3,000,000 potential customers. ..734,700 TV homes (ARB June '62) 
moulded exclusively by WJIM-TV. 

Call your Blair TV gallery for an exhibitor. 


Strategically located to exclusively serve LANSING . . . FLINT. . . JACKSON 
Covering the nation's 37th market. Represented by Blair TV. WJIM Radio by MASLA 


9 J SPONSOR/2'J april 196: 


1. Los Angeles metropolitan area 
Spanish-speaking population: 

900,000 plus 

2. Average yearly income: 


3. For automotive products: 
$72,540,000 annually 

4. For food products: 
$434,700,000 annually 


12 National Advertisers on 
Spanish-language KWKW 
reach approximately 277,880 
Latin-American homes per 
week at a CPM of $0.72. 

KWKW'S 5000 watts speak 
the language convincingly to a 
loyal audience. KWKW has 
20 years' proof waiting for you! 

KWKW-5000 watts 


N.Y. — National Time Sales 

S.F.—Theo. B. Hall 

Chicago — National Time Sales 

Los Angeles— HO 5-6171 


29 APRIL 1963 

Vol. 17 No. 17 

Key Stories 

Sponsor-Week / News 


Top of the News pp. 11, 12, 14 / Advertisers p. 50 / Agencies p. 50 / 
Stations p. 58 / Syndications p. 58 / Networks p. 56 

Data Digest / Radio listening in rural America 


Sponsor-Scope / Behind the news 


Timebuyer's Corner / Inside the agencies 


Washington Week / FCC, FTC, and Congress 


Spot-Scope / Developments in tv /radio spot 



Publisher's Letter p. 8 / Commercial Critique 
p. 24 / Radio/Tv Newsmakers p. 55 / View- 
point p. 69 / 555 Fifth p. 27 / Calendar p. 27 

SPONSOR ® Combined with TT ®, U.S. Radio ®. U.S.FM ®. Executive. Editorial, Circulation. 

•^ Advertising Offices: 555 Fifth Ave.. New York 17. 212 MTJrray Hill 7-8080. Midwest Offices: 612 K. 

i ^Michigan Ave., Chicago 11. 312-664-1160. Southern Office: 3617 Eighth Ave. So., Birmingham 5, 

|M>) 205-322-6528. Western Office: 601 California Ave., San Francisco 8. 415 TV 1-8913. I-os Angeles 

•phone 213-464-8089 Printing Office: 3110 Elm Ave., Baltimore 11. Md. Subscriptions: U. S. $8 a 


\y year. Canada ?'.' a vear. Other countries Sll a year. Single ennies inc. Printed U.S.A. Published 

© 1963 SPONSOR Publications Inc. 


cond cla 

postage paid at Baltimore, Md. 

SPONSOR /29 April 1963 

tions draw an increasing share of national spot dollars; pavoff for ad- 
men with vigorous programing R: promotion. 29 

LET KIDS PASS JUDGEMENT / Two New York agencies use creative 
drama to obtain more honest reactions from kids on what they like 
and dislike about products, commercials. 3? 

impact as a mass advertising medium reflected in new "group plan" 
advanced by NBC Spot Sales. 35 

increased spending during 1962 by several major advertisers hikes the 
total in this category to $721.2 million. 3g 

Four Star's sales force. Company holds three-day conference to assist 
salesmen in dealings with advertisers, agencies and broadcasters. 58 

These food and related advertisers have discovered the moving power of WSPD-Radio. 


MOVES THE GROCERIES / off the shelves 

. and into the households of Northwestern Ohio 
and Southeastern Michigan. 275,600 households 
with over $298,000,000 in food sales are in the prime 
circulation area of WSPD-Radio — First in this bus- 
[ling marketplace by every audience measurement. 

WSPD-Radio's Morning Audience is greater than the 
)ther three Toledo Stations combined. In the afternoon, 
WSPD-Radio's audience sliare is almost 79% greater than 
he second place Station. (Oct.-Nov., 1962 Hooper). 


This audience domination throughout the day is 
achieved by adult programming built with integrity, 
imagination and insight — an audience domination 
which gives you an effective and established selling 
media for your goods — an audience domination 
which reaches the adult consumer who buys the 
goods and pays the bills. 

And — WSPD's merchandising program adds extra 
sales wallop for food and drug advertisers. 


National Representatives 



























SPONSOR/29 april 1963 

How to Better A Pair of Aces 

It isn't easy. Not when the aces are a couple of 
nonpareils like Chet Huntley and David Brinkley. 
And not when the program you're dealing with— 
"The Huntley-Brinkley Report"— is television's 
outstanding news program, devouring trophies as 
if they were jelly-beans. 

But in line with our whole, extra-diversified '63-'64 
schedule, we've found a way to give added dimen- 
sion even to this pacemaker of TV journalism. 

We are doubling the show's air-time. Starting 
September 9, the Monday-through-Friday pro- 
gram featuring the medium's two best-known 
newsmen will be expanded to a half-hour. 
It's a change that means greater variety and depth 
of news coverage, more background features and 
analysis, more human-interest items— all tied 
together by the unique style of David, Chet and 
NBC's correspondents all over the world. 
As before, "The Huntley-Brinkley Report" will 
be backed up by the world's largest and best news- 



gathering organization. But now, the show's own 
production staff will be greatly expanded. 
This extra breadth will continue "The Huntley- 
Brinkley Report's" pre-eminence in television 
news, not only in the eyes of awards committees and 
critics, but also in the homes of the American pub- 
lic. For the show's viewers have consistently made 
it the most popular news program in all of televi- 
sion, regardless of the competition. 
The expanded "Huntley-Brinkley Report" is one 
of many big reasons NBC-TV's variegated fall 

schedule looms as the greatest in its history. 
It's a roster that includes not only the broadest 
range of information programs, but also estab- 
lished entertainment favorites like "The Virgin- 
ian," and "The Eleventh Hour." In addition there'll 
be such promising new weekly series as Richard 
Boone's drama-in-repertory and MGM's "Mr. 
Novak," starring Jim Franciscus 
and Dean Jagger against the back- 
ground of a modern high school. 
From any angle at all , a grand gamut. 

Look to XBC for the best combination of news, information and entertainment. 

The local 

knows the 


These prominent Washington 
advertisers have been with us 











represented nationally 
by John Blair & Co. 




A publisher's view of 
significant happenings in 
broadcast advertising 

Farm radio, ratings, and public service 

II I have a warm spot for grass-roots radio, it's partly because 
my tenure at WLS, Chicago, in the '30s convinced me that on 
the farm the farm radio station ranked next to God and family. 

Over the years I've often wondered whether this same deep 
affection still exists. So I took special note last week of the re- 
sults of a 500-family "communications survey" conducted by the 
DeKalb County (111.) Farm and Home Extension. 

I know now that times have changed — but not that much. 
Over 96% of these farm homes have television and 4 out of 10 
have fm. But nearly 9 out of 10 also have their am radios turned 
on between 5 and 7:30 each weekday morning. Further, 9 out 
of 10 of these families spend most of their listening time with 
the two stations that specialize in farm service. The favorite is 
the local DeKalb outlet, WLBK, which happens to be run by 
George C. Biggar, former program director of WLS. For my 
money George is No. 1 farm radio man in these United States. 

Our industry lost two exceptional broadcasters in mid-April. 
Neither sought the headlines, both were dedicated men, both 
were extraordinarily able and respected. On the west coast 
Austin Heywood, 39, was head of promotion and publicity first 
for CBS-KNXT and later for KTLA. On the east coast Walter 
Johnson, 59, was general manager of the WTIC stations. 

# # # 

The NAB, with its research department operating at full 
speed, will soon assume leadership in the search for rating stand- 
ards. I expect that President LeRoy Collins' request for a May 
hearing by the Harris Committee will be granted and that the 
proposals he unfolds will herald a new era of industry leadership 
by the NAB. If agency and advertiser (as well as broadcaster) 
interests are considered fully then everyone may be happy. 

# * # 

Public service comes in many forms. Two unique booklets 
reached my desk this week. One is a brochure reproducing a 
Corinthian trade ad series on freedom of speech, licensing, rat- 
ings, self regulation, commercials. Another is an attractively il- 
lustrated annual report (its fourth) on public service during 
1962 by the WSJS Stations of Winston-Salem. In almost the 
same mail came a notice from WBT, Charlotte, announcing its 
nightly Russian language broadcasts designed to give Russian 
nationals in Cuba an "undistorted view of international affairs." 

} V?-u^/ 

SPONSOR/29 april 1963 


E : 

, ***** 


■ ;* * 



iiMiiiin ■ 

ittittit i 

finriif » 


;,3^i5fc» - ii L-, 



MAL KLEIN, Vice President and General Manager KHJ-TV, Los Angeles, California. 

Why KHJ-TV bought Volumes 1,2,3,4 & 5 of Seven Arts' "Films of the 50'$" 
Says Mai Klein: 

'We bought these features because, 

bigness makes 

etwork Specials 

that could ever be offered! In other words, if a blue chip national advertiser such 
as P & G, Colgate or Revlon went to a network and said, 'Don't worry about the 
budget. We want the most important spectacular you can possibly produce . . . with 
the biggest writer and director, largest cast, full color, the works — they couldn't 
possibly create a special to match the bigness of Warner Bros. 'Mr. Roberts', 'Auntie 
Mame' or 'Sayonara' or 20th Century-Fox's 'The Man In The Gray Flannel Suit', 
The Revolt of Mamie Stover' or 'No Way Out.' 

'With the acquisition of such films as these, KHJ-TV has, in effect, added to its pro- 
duction staff: Joshua Logan, Billy Wilder, Mervyn LeRoy, Elia Kazan and a dozen 
other of the best producers and directors in the business. In addition, such top 
writers as Budd Schulberg, Ernest Hemingway, George Abbott, Ben Hecht . . . and 
such stars as . . . Rosalind Russell, Doris Day, Kirk Douglas, William Holden, James 
Stewart, Marlon Brando . . . and many, many others too numerous to list. 

"Volumes 1 and 2 launched our campaign to be the #1 independent in Los Angeles. 
The campaign was successful. The acquisition of Volumes 3, 4 and 5 assures us of 
a continuation of this success." 




NEW YORK: 200 Park Avenue 972-7777 

CHICAGO: 4630 Estes, Lineolmmod, III ORehard 4-5105 
DALLAS: 5641 Charleston Drive ADams 9-2855 

LOS ANGELES: 3562 Royal Woods Drive, Sherman Oaks, Calif. 

STUB 84278 
TORONTO. ONTARIO: 1 1 Adelaide SL West EMpire 4-7193 

For list of TV stations programming Seven Arts' "Films of 
the SO s" see Third Cover SRDS (Spot TV Rates in) Data] 

you always WIN when you use WG AL- 1 V 


Only single medium assuring full sales 
power in the entire region ... a multi-city 
market including the metropolitan areas of 
Lancaster, Harrisburg, York, and manyother 
communities. And, area-wide, the Channel8 
viewing audience is unequaled by all other 
stations combined. This is full sales power. 
Use it to build sales and increase profits. 


Channel 8 

STEINMAN STATION . Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc.* New York • Chicago • Los Angeles • San Francisco 


SPONSOR/!'!) April 1963 


Just what is Blair Television Special Projects? 
It's not too easy to specify. Basically, Special 
Projects is Blair's specialized effort to bring 
together national advertisers who have local- 
ized problems with special features of excep- 
tional local appeal available for sponsorship. 

It is also Blair's answer to the increasing 
need of national advertisers to pinpoint adver- 
tising to their most logical customers. 

Blair Special Projects does not fit the so- 
called established programming pattern, yet 
offers uncommon values to the advertiser who 
wants to take advantage of localizing his prod- 
uct and identifying it more strongly with indi- 
vidual communities. 

No one knows his community better than 
the Blair Television Station Manager, and it 
is logical to assume that with his program- 
ming skill and his intimate feel of his market, 
he can devise programs with unique local 
appeal and community interest. City-by-city 
ratings prove that no nationally broadcast 
program has universal appeal; tremen- 
dous variations market-by-market are al 
ways present. A local program directed to 
Seattle television viewers dealing with an 
incipient dock problem would be of little 
interest to a mid-western TV viewer, but 
would be of the utmost interest to those 

in that Seattle community. The program, "Lost 
Cargo", triggered a $ 10,000,000 Bond Issue by 
the city to improve the docks. 

This imaginative development of special- 
ized programming is only part of the project— 
selling programs of this type requires creative 
thinking and hard work, and that's where Blair 
Special Projects takes over. It is an additional 
selling force designed to influence the men who 
are behind marketing and media planning. 

Has Special Projects been successful? Near- 
ly 200 of those tough sales have been made for 
our stations in the last 18 months. 

If you are a national advertiser, ask Ralph 
Allrud or Earl Thomas about Special Projects 
and what it can do to help you win good will 
with your dealers and the customers for your 
products. As an illustration, consider a national 
brand-name bread, successful nearly every- 
where else, that couldn't crack the New Orleans 
market until a Blair projects man stepped in. 
He showed that a year-'round schedule of 
special events with wide local appeal on 
community-minded WDSU-TV could 
win customers faster than anything else. 
It's the first time such a sales division 
has been created by a station represen- 
tative—not unusual for Blair, 
for Blair sets the pace. 



SPONSOR/29 april 1963 



Top of the news 

in tv/radio advertising 


Festival advisers: John P. Cunningham 
<>l Cunningham & Walsh today, 29 April, 
named advisory council chairman, American 
rV Commercials Festival. Compton's Bar- 
ton A. Cummings is vice chairman for 24 
M.i\ Festival. Other council members are: 
Charles H. Brower (BBDO), Leo Burnett, 
Fairfax M. Cone (FC&.B) , George H. Grib- 
bin (Y&R) , Bryan Houston (Fletcher Rich- 
ards) , Robert Lusk (B&B), Walter Weir 
(Donahue & Coe) , Edwin W. Ebel (Gen'l. 
Foods) , James S. Fish (Gen'l. Mills), David i 
J. Mahoney (Colgate) Ralph P. Olmstead j 
(Kellogg) . Harry F. Schroeter (Nat'l. Bis- 
cuit), A. Craig Smith (Gillette) . Douglas L. 
Smith (S. C. Johnson) , James D. Stocker 
(Scott) and Ray Weber (Swift) . 

Agency's future role: Advertising in the 
future will take on additional dimensions 
and shift its role from that of "sales stimu- 
lator" to "profit protector," predicts Young 
& Rubicam pres. Edward L. Bond, Jr. He 
says this will be fulfilled by concentration 
on the building and strengthening of brand 
images. Bond also sees a new trend of aim- 
ing at segmented markets rather than all 
people, and advertising being conceived of 
as a more scientific tool than it is today. 
Last, but far from least, he forecasts total 
advertising expenditures being "forced up- 

Gulf fills election tank: Gulf Oil, via 
Young & Rubicam, has paid over $5 million 
to NBC to lock up the network's entire elec- 
tion-convention package 15 months before 
the start. Buy includes NBC news' coverage 
on the radio network as well as tv. At the 
same time, Gulf renewed for '64 its fourth 
year of NBC news "instant specials," at a 
cost of some $1.5 million. No convention 
sponsors are set yet for ABC or CBS. 

Spot radio up 2.1%: National spot radio 
estimated expenditures were $201.6 million 

in 1962, an increase of 2.1% over 1961, Sta- 
tion Representatives Association reported 
today. Figure for 1961 was $197.4 million. 
Figures are compiled under plan where 
member firms report to Price Waterhouse. 
Under new plan devised by SRA, in co- 
operation with RAB dollar figures for spot 
radio will be estimated by markets through 
confidential reports to a central clearing 
house. Ultimate aim is to show product 
categories, as well as advertisers and brands. 

NFL Championship on NBC: National 
Football League championship game 29 De- 
cember goes to NBC radio and tv for 1963. 
Acquisition of rights announced Friday was 
for $926,000, a big jump over 1962's $615,- 
000. With NBC since 1955, NFL's big game 
was sponsored nationally last year by Philip 
Morris and Ford, plus regionals. 

Tv magnet for metalS: Revere Ware en- 
tered daytime tv for first time this spring as 
it swung major portion of its ad campaign 
into the medium. Themed on "The Mar- 
riage of Metals," 26 commercials such as this 

one dramatizing the final step in manufac- 
ture—Revere seal being stamped— are appear- 
ing on seven NBC shows through a ten-week 
schedule. Agency is Maxon, Inc. 

SPONSOR-WEEK continues on page 50 


SPONSOR/29 april 1963 




These pictures were seen by as many as 
174,000 Detroit area homes. 



An ABC Owned Television Station 

SPONSOR/29 april 1963 


facts prove 




No. 1 ADULT, 



Here are the latest facts and figures on 
cost per thousand — 





delivered by Houston radio stations. K-NUZ 
again is conclusively Houston's NO. 1 BUY! 

MON.-FRI. — 6-9 AM 


K-NUZ $2.38 

Ind. "A" $2.63 

Net. "A" $3.92 

Ind. "B" $3.86 

Ind. "C" $6.05 


First Houston LQR-100 Metro Area 
Pulse, Oct., 1962. Based on schedule 
of 12 one-minute announcements per 
week for 13 weeks, from rates pub- 
lished in S.R.D.S., Feb., 1963. 


\y THE 

L\ INC. 




JA 3-2581 



Basic facts and figures 
on television and radio 

How rural America lives 

A recently conducted survey by the DeKalb County farm 
adviser, E. E. Golden, and provided by WLBK, DeKalb, 111., 
sheds interesting facts on life in a community where many are 
actively engaged in farming (73.7%) . 

Better than urban areas, 100% replied they had radios, 96.4% 
were equipped with tv. And when it came to fm, 39.8% had 
sets. The last survey made in Dec ember 1961 showed only 17.1% 
had fm sets. Just prior to the 1961 survey. WLBK-FM began 

A total of 80.3% had two or more radios, 50.2% three or more, 
and 14.5%, five or more. When it came to autos, 85.4% were 
radio equipped. As for tractors. 3.6% had radio sets; 19.1% had 
a radio in the barn. 

I he table below indicates the percentage of those surveyed 
who owned one radio and more, with some owning as many 
as ten sets. 




10- .8% 

Of the DeKalb respondents, 84.2% had only one tv set, while 
9.3% had two or more. 

Radio traffic time in DeKalb County, as might be expected, 
comes very early in morning. By 6 a.m. 17.5%, had turned on 
their radio, and by 7 a.m., 64.3% were listening. Tv viewing 
was oriented to Rockford and Chicago, but the farmers in De- 
Kalb were listening heavily to WLBK, with Chicago and other 
area stations getting a share also. Most popular types of pro- 
grams listened to were those programs having reference to farm 

DeKalb respondents also do a lot of reading, as evidenced by 
the multiple choices of newspapers read. The DeKalb Daily 
Chronicle attracted 84.7% of the people, the Chicago Tribune 
37.3%, Chicago Daily Drovers Journal 30.8%, and the Chicago 
Daily Tribune 23.3%. 

Interests weren't limited locally either. The Wall Street Jour- 
nal was purchased by 4.1% of the population covered in the 

One woman taking part in the survey noted this definition: 
"A farmer is a man who is closest to God and the farthest from 
the telephone." Apparently, he isn't too far from his radio and 
television sets either. ^ 


SPONSOR/29 april 1963 

Good | and Busy] Neighbor 

This is part of the Collins Radio Company, 
WMT-TV's (and Eastern Iowa's) good 
neighbor. Employer of more than 9,000 
scientists, engineers, technicians and sup- 
port personnel in Cedar Rapids, Collins 
makes amateur radio, broadcasting, avia- 
tion electronics, microwave, scatter and 
other industrial military and space systems. 
Sales for six months ending Feb. 1, 1963: 
over $111,000,000. Backlog: $230,000,000. 
Shown below are only two of the ten build- 
ings Collins owns or leases in Cedar Rapids. 
Center, main manufacturing plant. Above 
left, engineering offices. 

Hitch-hiker, top left, Lindale Plaza Shop- 
ping Center, new, big, and busy. That 
building off to the right? WMT-TV's 

Broadcast Park, with standby antenna. Our 
Big Stick is 23 miles north. 

Collins is one of Iowa's large employers — 
but it accounts for only 5% of the manu- 
facturing work force in Iowa. Go ahead — 
think of Iowa as the tall-corn state. But 
don't overlook Iowa industry — it's even 
more significant: Personal income from 
agriculture, about $1 billion annually; 
from manufacturing, about $5 billion. 


CBS Television for Eastern Iowa 

National Representatives: 

The Katz Agency 

Affiliated with K-WMT, Fort Dodge; 

WEBC. Duluth: WMT Radio. 

20% of the food distributed through 
Houston warehouses is consumed by 
families in Beaumont/Port Arthur/ 
Orange. If your spot television budget 
is based on wholesale distribution 
figures in Houston, you're missing 

one-fifth of the consumers. If you put 
your television dollars on any other 
station in the Beaumont/Port Arthur/ 
Orange market, you're missing 43% 
of the (i\ PDQ 

Viewers 4AM J Pe,ers Griffin Woodward UDO 



SPONSOR/29 april 1963 


Interpretation and commentary 
on most significant tv/ radio 
and marketing news of the week 

29 APRIL 1963 

Gary Cooper, one of the best-liked actors of all time, may be gone but his mem- 
ory still rides tall in the saddle with tv viewers. 

NBC's Project 20 show on the late western star, "The Tall American: Gary 
Cooper," occupied a one-shot berth, 7:30-8:30 p.m. on 26 March. The Nielsen "to- 
tal audience" figure was 32.6 and the share was a 42.1. 

This bounced "Coop" into the top ranks of nighttime shows, in such company 
as "Beverly Hillbillies" and "Dr. Kildare." Savings & Loan Foundation, via Mc- 
Cann-Erickson, sponsored. 

American interest in space may not be limited to television coverage of moon 
shots and the like. 

If past performance is any basis, an ABC TV research report shows, new 
network science-fiction offerings will prove highly popular. Consistently, science- 
fiction movies have outperformed their competition in local markets. Among a 
number of examples cited is this recent (1 February 1963) one from the Late Show 
on WCBS-TV, New York: 

Rating Share 

"The Enemy from Space" 16.6 40.6 

Previous four weeks 10.1 27.7 

% difference +64 +47 

Source: N. Y. Nielsen 

It's still money that counts most with women. 

A Politz study of women shoppers conducted for ANA shows when it comes to 
offers, cents-off sales are preferred most. Offers studied by Politz among women 
showed these results: 

All women shoppers equal 100% 
Like first or 
second best 

Cents-off sales 

Like first, second 
or third best 


Does the Federal Trade Commission enjoy in advertising what may amount to the 
"divine right of kings"? Sterling Drug doesn't think so. 

The FTC hearing procedure started last week concerning Bayer advertising 
and the precendent-setting "Baltimore Pain Reliever Test." 

FTC has moved for an injunction against Bayer's ads. Meanwhile, last week, 
Sterling Drug and ad agencies Thompson-Koch and Dancer-Fitzgerald-Sample coun- 
ter-moved, seeking to disqualify FTC from judging whether or not it endorsed the 
Baltimore test. 

Lawyers for the client and agencies involved stated in their petition that the 
Baltimore testing was FTC's brainchild, and that FTC financed it, received and re- 
viewed the report. Comparing FTC's decision on its own conduct to a "divine 
right of kings," the attorneys charged that the whole thing involves the conduct 
and credibility of FTC. 

SPONSOR/29 april 1963 




Teen-agers' purchasing power currently is running at the rate of some ten bil- 
lion dollars a year. 

Report from the Institute of Life Insurance shows 17 million in the age brack- 
et earning their money through part-time jobs, and regular or occasional allowances 
from parents. 

One advertiser you won't find on the top 100 spot tv list of TvB-Rorabaugh is Bell 
System. Fact is, it belongs. 

Gross time spot tv billings for AT&T companies in 1962 totalled $6.4 million. 
Based on past experience, figure was probably half again larger, because of program 
expenditures and other local billings not included. 

Based on the Rorabaugh data alone, Bell should have appeared in the top 
20. Pacific Tel does rank (no. 65) with $1,987,040 for gross time last year, but other 
Bell System companies, all reported separately, are below the top 100 amount. 

Add nearly two million dollars in gross time for network in 1962, and total 
gross time billings come to $8.5 million, enough to place the total company among 
the top 50 tv advertisers. 

Situation is the result of concern by Bell System of image of big business. 
Major AT&T subsidiaries in television are: 

1962 Gross Time Billings Capital Stock Owned 

(TvB-Rorabaugh) by AT&T (%) 

New York Tel. Co. $1,073,420 100.0 

Bell Tel. Co. of Pa. 560,500 100.0 

Southern Bell 650,510 100.0 

Ohio Bell 388,050 100.0 

Michigan Bell 323,880 100.0 

Southwestern Bell 319,220 100.0 

Pacific Tel 1,987,040 89.62 

Fame is truly a fleeting thing for a popular television show even though top 
ranked lists show only a few newcomers. 

But analysis of the "top ten" network shows over the past eight years accord- 
ing to A. C. Nielsen, reveals how quickly many shows come and go. Averages for 
full season (October through September) shows total of 42 different programs placed 
in upper bracket, out of 80 possible, in the eight year period. 

No single show placed in all eight years. In fact, only one, "Gunsmoke" ranked 
in seven of the eight years. Far behind, four ranked for four years: "Danny Thom- 
as," "Wagon Train," "Ed Sullivan" and "Have Gun, Will Travel." 

Three shows— "I've Got a Secret," "Lucy" (two different shows) , and "Andy 
Griffith"— placed three times. Twenty-two programs were in the top ten for only a 
year, while 12 others hit the top rankings for two years. 

20 SPONSOR/29 april 1963 



Network tv, coupled with spot broadcasting, will play a prominent role in the 
largest ad allocation in the history of Purex, a pioneer among consumer-product ad- 
vertisers in the use of special-appeal one-shots. 

Of more than $5 million allocated for 1963 expenditures, network tv is due 
to get around $3.5 million. At network level, Purex is dropping the "World Of—" 
hour-long specials, replacing them with sponsorship in NBC TV's new "Hollywood 
Story" series following the Monday-night movie showcase. Sponsorship is shared 
with U. S. Time Co. 

Les Bruce, Purex v.p. for advertising & marketing research, reports that radio/ 
tv spot schedules will be used extensively throughout the year. Purex campaigns are 
placed via the Foote, Cone & Belding office in Los Angeles, and Edward H. Weiss 
Co. in Chicago. 

Far from hurting feature-film syndicators, the ruling which ended "block book- 
ing" of features in tv seems to have aided sales. 

Evidence of this can be seen in the latest reports of United Artists Associated, 
whose executive v.p., Erwin Ezzes, says that sales of pre-1948 Warner Bros, films 
in the first four months of this year are 38.8% above those of the corresponding pe- 
riod a year previous. 

Ezzes feels— and he has plenty of rating evidence to back him up— that about 
half of the Warner pre-1948 backlog has built-in durability to compete with post- 
19485, particularly in the case of large-budget WB features (such as the Errol 
Flynn swashbucklers, or Humphrey Bogart films). 

Timebuyers and tv admen would do well to remember, occasionally, that 
among movies made and released since 1948 are such gems as "I Was A Teen- Age 
Werewolf" and "Bop Girl Goes Calypso," and that "Gone With The Wind" was 
circa 1939-40. There's no automatic magic in "post-1948." 

There's a slow-but-steady increase in the list of tv advertisers using color com- 
mercials on networks. 

New this season are Carnation, Campbell Soup, Fritos, Scott Paper. 
Here's the latest list (all are NBC TV clients except where noted) : 





Reynolds Metals 


Pall Mall 








Winston (NBC, 


Wheeling Steel 

Lucky Strike 












Mohawk Carpets 

Colombian Coffee 




Florida Citrus 

Scott Paper 

DuPont— fibers 




General Foods 

Campbell Soup 


General Mills 

Colgate (ABC) 

SPONSOR/29 april 1963 



Popeye is going to work for the "New Frontier." 

"Popeye's Physical Fitness Campaign" is being launched by King Features via 
37 syndicated stations. And it's been given the approval of the President's Council 
on Physical Fitness. 

Popeye, in person this time, will publicly take the fitness test prescribed by the 
President's Council. 

Broadcast veterans may feel a bit of nostalgia with the return to network radio 
of Lady Esther. 

Starting in 1931, and continuing through 1938, Lady Esther sponsored Wayne 
King on both CBS and NBC Radio. Then in 1938, and through 1940, Lady Esther 
advertised on the Guy Lombardo Show on both networks. 

Now Lady Esther (Chemway) is back in network radio, having signed to spon- 
sor another veteran radio performer, Arthur Godfrey, on CBS Radio. 

Benton & Bowles which is distributing the company's internal publication Con- 
versation via its reception room is also tinkering with the notion of showing its latest 
television commercial output via a receiver in the waiting rooms. 

Idea would be to give both staffers and visitors the latest looksee as to the agen- 
cy's creative video efforts. Conversation, by the way, appears to have caught on at 
the agency, and is one of those real "take-away" items in the reception room. George 
Whipple of the press relations department of B&B is scripting Conversation. 

In the maiden edition, Whipple said the idea for the new publication sprang 
from Speaking of Holiday, a smartly-penned periodic pamphlet fashioned by Cas- 
kie Stinnett for Holiday and other Curtis Publications. 

Bing Crosby has agreed again to do commercials for 3M through EWR&R (the 
last spot for 3M won two commercial awards). 

Several commercials may be made, probably all in color, and is technically pos- 
sible, on video tape. They will be broadcast during Crosby's golf tournament in 
January 1964. Crosby has made commercials previously for a limited number of 
advertisers, one of which was Minute-Maid in which he holds substantial interest. 

Zenith, which edged reluctantly into color tv set production, is finding that there's 
a definite market for color sets. 

Reporting "all-time high first-quarter sales and earnings" at the Zenith annual 
stockholders' meeting last week, company executives noted that black-8c-white tv 
set sales were "the highest of any quarter" and that "color tv unit sales from dis- 
tributors to dealers were approximately doubled from a year ago." A dozen firms are 
now in the color set act, incidentally. 

22 SPONSOR/29 april 1963 


First in 



Here's lovely Frances Farmer, 

whose illuminating "program 

notes" add interest to the 

movies she shows on 

"Frances Farmer Presents." 

First in Hoosier Homes 

Most movies do pretty well on television. Make them good movies 
and they do even better. Add a former Hollywood star as hostess, 
and you have a real winner. 

That's what we have in "Frances Farmer Presents." Fine 
films from Warner Brothers, Metro Goldwyn Mayer, Twentieth 
Century Fox, Seven Arts, and Republic . . . with "program 
notes" by charming Frances Farmer, one of Hollywood's leading 
ladies of the forties. 

Miss Farmer does more than just look pretty . . . though she 
does that exceedingly well. She is intelligent, articulate, and 
engaging . . . and her comments and recollections about the 
films she shows and the personalities in them make the films 
themselves far more interesting to her audience. 

And quite an audience it is. We cover a 69-county area . . . 
Indianapolis and its rich satellite markets, where more than three 
billion retail dollars are spent annually. 

A share of that audience and those dollars is yours for the 
asking. Ask your KATZ man! 

IP0NS0R/29 april 1963 




America's 13th TV Market 

with the only basic NBC coverage of 760,000 TV set 
owning families. ARB Nov. ,1961. Nationwide Sweep. 



Trends, techniques, new 
styles in radio/tv 
commercials are evaluated 
by industry leaders 



Since undertaking this assign- 
men I loi SPONSOR, 1 have had to re- 
time my critical ear. 

In the past, a "Plaid Stamps" 
commercial wouldn't have bothered 
me at all. I had built up a natural 
resistance while listening and view- 
ing, which automatically filtered 
out such kitchen vapors. 

Now, in line of duty, I listen care- 
fully to "Plaid Stamps" and won- 
der how a message can be made to 
sound so unexciting. If this is the 

set into the musical frame of a min- 
ute would give the arrangements a 
better chance to register the mood 
lor each car model announcement. 

Where music is 'in the open,' the 
Merry Oldsmobile tune carries the 
message. Here is a case of an ad- 
vertiser who is blessed by associa- 
tion with an old favorite, a song 
which the public had paid to buy 
and which was a hit long before 
musical commercials. When such a 
built-in association exists, the use 
of a standard or pop song is rea- 

If you're driving out west . . . 

Please give that Indian in the Buick pow-wow commercials a lift back to the 
reservation — in a Buick, of course! Our reviewer feels he needs a long rest 

musical way to inform people that 
"Your dreams all come true with 
Plaid Stamps," then that way is 
about as enticing as a mashed po- 
tato sandwich. 

Let's think kind thoughts and 
pass on to something anyone could 
properly identify as musical. 

"In My Merry Oldsmobile" is 
the theme of "Sounds for '63." I 
listened to a series of 20-second ra- 
dio spots. The announcements, or- 
chestrations and the band sounded 
fine. I hope 60-second spots are 
also included in this package. A 
small amount of well-placed copy 

However, I can't find any cause 
to believe that today's teenage "live- 
ly crowd" is better persuaded by 
the melody of "Makin' Whoopee," 
than by some up-to-date tune which 
could have been created especially 
for the product. One wonders how 
this oldie came to be chosen as the 
musical partner for "those who 
think young," and whether there is 
sufficient justification for Pepsi-Cola 
shelling out for the rights involved. 

There are many others that are 
equally disassociated in rhyme and 
musical reason. It seems to me, from 
experience, that those who indulge 

in such practices often tend to re- 
gard them as some kind of insur- 
ance against their own unwilling, 
ness to pass judgment on and en- 
dorse something new and untested 
The cost can run as high as several 
hundred dollars a week which, ofl 
course, the client has to pay. The! 
kind of coin involved would seem] 
to make the values questionable 
and it might serve advertiser better! 
to have an entirely fresh approach 
based on something musically made 
to order for the product. Without 
some product or copy recall in the] 
original lyric, the easy-way-out tend- 
ency to write commercial lyrics toj 
a pop tune shows a singular lack of 
inventiveness. Furthermore, it high- 
lights the dearth of professional) 
composers in the agency ranks. 

A newcomer, Montclair ciga- 
rettes has a familiar musical ring. 
For a moment I couldn't place it, 
until I realized that the words 
"Smoke Montclair modern ciga- 
rettes" and "You get lots more froral 
L&M" are set to notes which arJ 
for all practical purposes identical^ 
In each case this is the wind upj 
phrase of the jingle, which is imf 
portant because it is what youj 
leave in the listeners mind. Suchl 
careless similarity and musical toJ 
getherness between the payoff note! 
(Please turn to page 49) 


Austen Croom-Johnson, creator 
with Alan Kent of "Pepsi-Cola 
Hits the Spot," is a widely known 
writer-consultant specializing in 
the field of musical advertising. 


SPONSOR/29 april 1963 




For local sale -147 half-hours-Dobie Gillis, Very hot -Give us a ring. 20th Century Fox TV, Inc. CO 5-3! 

*555 FIFTH 

Letters to the Editor 


The ball is now in your court. 

Your editorial in the 25 March 
issue of sponsor looks forward to 
f'a weakening of the strangulation 
hold that the rating services exert." 
Also you say that "the dollar drain 
on our industry due to 'rating wor- 
ship' is enormous. Perhaps the way 
is opening for improvement in this 
irea." Finally, you say that "it was 
L lever logical for ratings to domi- 
nate broadcast programing as they 
lave, although we have often con- 
ended that ratings are an impor- 
ant factor in the evaluation of 
noadcast values." (Publisher's Let- 
:er, 25 March.) 

How do you propose to evaluate 
broadcast values? The total adver- 
ising expenditure in television is 
ibout SI. 5 billion, in large part 
pent by large and very sophisti- 

cated advertisers. What do you 
recommend as means for the proper 
allocation of this fund? ("proper," 
here, meaning the greatest contribu- 
tion toward profit of the advert is 
ers) . 

No one denies you the freedom to 
state your opinions at any time but, 
as an important trade publication, 
you also have the responsibility for 
constructive criticism. 

Seymour Banks, 

Vice President, Leo Burnett, Chicago 
►• l.iki Burnett and other conscientious 
contributors to advertising's welfare, spon- 
sor constantly looks for better ways to 
evaluate broadcast advertising. We re- 
port values as we see them. In the mean- 
time, we repeat that "it xcas never logical 
for ratings to dominate broadcast pro- 
graming as they have." 


". . . have been getting letters from 

several people I haven't heard from 



Country Music Association, second quar- 
terly board meeting. Hollywood 
Roosevelt Hotel, Hollywood, (29, 30) . 

Missouri Broadcasters Assn., annual 
spring meeting. University of Mis- 
souri, Columbia. (30-1) . 


Illinois Broadcasters Assn. spring con- 
vention, Springfield, 111., (1-3). 

American Marketing Association, meet- 
ing of the marketing woikshop of the 
New York chapter. Chemists's Club, 
New York (2) . 

Illinois Broadcasters Assn., meeting, 
Springfield, 111., (2) . 

Commonwealth Club of California, 
Speaker. Stephen B. Labunski, v.p. 
and general manager. WMCA, New 
York, in San Francisco, (3) . 

American Woman in Radio and Television 
twelfth annual convention, Sheraton 
Hotel, Philadelphia (2-5) . 

West Virginia Broadcasters Assn., spring 
meeting. Press Club. Charleston, W. 
Va., (3. 4) . 

Southwest Programing and Production Ex- 
ecutives, tv programing conference. 
Royal Orleans Hotel, New Orleans; 
guest speaker: Commissioner Cox, 

(5-7) . 

Montana Broadcasters Assn., annual con- 
vention, Bozeman, Mont., (8-10). 

CBS Television Network Affiliates; con- 
ference. Waldorf-Astoria Hotel, New 
York, (9, 10) . 

Univ. of Wisconsin Journalism Institute's 
1963 advertising seminar, Madison, 
Wis., (10, 11). 
Advertising Federation of America 9th 

district convention, Schimmel Indian 
Hills Inn, Omaha, Neb., (10, 11) ; 2nd 
district convention. Inn at Buck Hill 
Falls, Pa., (10-12) . 

Academy of Television Arts and Sciences, 
Chicago chapter, Emmy awards for 
excellence, Pick-Congress Hotel, 
Chicago, (13). 

National Assn. of Educational Broadcast- 
ers, national conference on instruc- 
tional broadcasting at University of 
Illinois, Urbana, 111., (13-15). 

Station Representatives Assn.'s annual 
awards luncheon, Grand Ballroom, 
Waldorf-Astoria Hotel. New York 


Ohio Assn. of Broadcasters spring con- 
vention, French Lick Sheraton, (16, 

Pennsylvania Assn. of Broadcasters con- 
vention, University Park, Pa., (19-21). 

Sales and Marketing Executives-Inter- 
national, annual convention, Philadel- 
phia. 1 19-22). 

P0NS0R/29 april 1963 

in years, but the most surprising of 
all is Ted Weber, my old boss 
at Purity Bakeries, who is now in 
the bakery business in Wichita 
Falls, Tex. People really read 
sponsor, even the small items." 

Sue Masterson, 

Pearson National Representatives, 

San Francisco 


Your 1 April issue, the "NAB Spe- 
cial," was excellent! Would you 
please send me ten additional 
copies and billing for same? 

Charlie Cash, 
Director, Promotion and Publicity. 
WSB, Atlanta 

Our thanks to sponsor for its arti- 
cle on banks and their tv and radio 
promotions (8 April) . 

The article certainly was a good 
round up of what New York banks 
are doing via television and radio, 
but there was one facet of our pro- 
motion that, for some reason, was 
not covered. We, too, participate 
in program sponsorship over the 
course of the year; i.e., "Meet the 
Press," special events such as the 
Glenn and Sheppard orbital flights, 
and other special program buys 
such as pre- and post-game sponsor- 
ships relating to the New York 
Yankees and the New York Mets. 
This coverage, through opportun- 
istic buys, is over and above our 
regular spot participation schedule. 

Thanks again for the coverage. 

Kermit Schweithelm, 

Assistant Vice President. Chase Manhattan 
Bank, New York. 

We would like to obtain 40 re- 
prints of the article entitled 
"Banks are up in the air with big 
promotions" which was published 
in your 8 April issue. Please send 
the reprints and billing invoice to 
my attention. 

Thomas Josephsen, 

Community Broadcasting Co., 


Recently D. Parke Gibson Associ- 
ates published a listing of "Rec- 
ommmended Reading — The Negro 
Market (1961/62)." We would like 
very much to have two reprints for 
study. Will you please quote 
prices on quantities. 

Carrol Jackson, 

Executive vice president, 

McLendon Broadcasting Co., 

Jackson. Miss. 





v'NCE UPON A TIME there was a little television station in the big. booming Indianapolis- 
Bloomington market that had a great, tall tower and a wide-awake, program -conscious, com- 
munity-minded stall. But. alas, the little TV station had NO network . . . and practicall) NO 

TIMEBUYERS EVERYWHERE said the little independent in the big market just wasn't a 
good buy, because it didn't have a big, powerful network, and. without a big, powerful network, 
how could it ever expect to reach lots and lots of people? 

THEN ONE DAY a brand new (and somewhat confused) timebuyer at a big New \ ork agency 
made a HORRIBLE mistake! He actually placed a schedule on the Indianapolis-Bloomington 
independent, WIT V ! 

ALL OF A SUDDEN people began asking for his client's product like crazy. And the client called 
the president of the agency to sav, *"\our new timebuyer, Joe ^ rattefink. is really a genius. That 
television schedule he bought for us in Indianapolis reallv has things jumping!" 

NATURALLY, the president of the agencv was so pleased with Joe that he immediately promoted 
him to media supervisor. Wrattefink was pleased, but still confused, so he called his friend at 
Adam Young, Inc. and asked. "How comeT 

THE YOUNG man explained to Joe that he had bought MINUTES instead of 20's or 10's. that 
thev were scheduled in PRIME TIME when most folks are watching TV, and that the spots all 
ran INSIDE the programs where thev would get lots more viewer attention than adjacencies. 
And, because WTTV's rates were LOWER. Joe got MORE spots in MORE DIFFERENT 
shows — no gambling that his entire schedule might bomb out if the ratings dropped on just one or 
two high priced network adjacencies he might have bought. 

JOE, of cour.-e. told the other bmers all these things, and the other buyers, who also wanted to 
become media supervisors some day. started placing some of their schedules on WFT\ • And. sure 
enough, they got results for their clients too! 

NOW the little independent is a BIG independent and has lots and lots of very good friends. 
Buyers everywhere have recognized the wisdom of spreading their budgets over the broader base 
of WTTV's independent programming. And todaj there are more than 140 national products 
advertised rcjiularlv on \\ TT\ . 

Wouldn't YOL like to be our friend, too . . . and get 
results for 1i OUR clients . . . and get promoted to 
media supervisor? 

Just call your ADAM YOl NG, INC. rep salesman or 
call BILL THOMAS. National Sales Manager, at Area 
Code 317, STate 7-2211, for details and availabilities. 


SPONSOR 29 april 19651 


29 APRIL 1963 

Independent stations have arrived • Once labeled 
the 'Dead End Kids of tv/ today they're often the 
fair-haired boys of national-spot clients and 
agencies-with good reason • When a Hollywood 
station spent $5 million on movies, it was indie 
KHJ-TV • When admen check station client rosters 
searching for outlets carrying 90%-plus national 
business, they'll find stations like independent 
WPIX, N.Y. • When media strategists want shows 
with the lion's share of local kiddie audience, Dallas' 
KTVT is a favorite • Is it a trend? Definitely • 

Tv buyers 
heed signs of a 

new force 
in key markets: 


! ■ 


■ ■ 

■ ■ 



It to jit to 

the ; W 

*Ttv* mv*» 


Tv buyers 
heed signs of 
a new force in 
key markets: 


It was only a few short years 
ago . . . 

The lanolin pitchmen were rasp- 
ing their endless late-night hair- 
care commercials . . . feature films 
showcased the talents of Clara Kim- 
ball Young or Jessie Mathews in 
ancient comedies . . . charity tele- 
thons provided new lease on life 
to aging con men . . . kiddie shows 
starred has-been character actors, 
all named "Uncle" or "Captain"- 
something . . . and the time-barter 
boys could drive truckloads of shod- 
dy merchandise clear through the 
station ratecard. 

That was how independent-sta- 
tion television was — or, at least, 
that's what buyers thought of it. 

Hammerlock on ratings 

Live sports cover is big drawcard on 
many independent stations; St. Louis 
fans get their kick vicariously on KLPR 

Today, when the call for avails 
goes out, the rep or salesman for an 
independent station often is first 
to get a hearing, and first to walk 
out with a firm order for national- 
level, 52-week, blue-chip business. 

The reason's simple: In the na- 
tion's biggest markets (and some 

modest ones, too) the mavericks 
have repeatedly bucked the net- 
works and bolted off with the rating 

Not thai an) indie has yel be- 
come the dominant station in a 
sizable market. But by skillful 
counter-programing and lusty pro- 
motion, they've shown that daytime, 
fringe- and late-night can be cap- 
tured, and that, on occasion, even 
prime time viewers can be stolen 
away from network affiliates. 

For example, Chicago's WGN 
picks the best family-appeal shows 
it can find for the early evening; 
hopes it can get the audience 
tuned in before the network starts 
rolling. It's helped by the fact 
that the WGN children's pro- 
grams, which are outsanding in the 
market, make a natural lead-in for 
later, family fare. 

In the cramped vhf pipeline, the 
FCC has so far been able to force 
room for only a couple of dozen 
non-affiliated outlets, which cur- 
rently serve around 18 markets. The 
Eastern seaboard and southern 
states have relatively few; most in- 
dependent channels are West Coast. 
or in the southwest and midwest. 

But if the independent today 
plays a bigger role than mere num- 
bers wotdd presuppose, it's partly 
because most are sited in must-buy 
markets, and partly because na- 
tional advertisers have forced their 

General trends in marketing 
have helped force the development 
of the independents. 

"In the past four years," says Bob 
Leder, of WOR-TV, New York, 
"there's been a greater total adver- 
tising demand. We got the spill- 
over, and the first influx of money 
allowed us to break out of the rut. 
We reinvested in programing, got 
a better share of audience, then got 
more money in consequence, and so 
it's gone on. . ." 

However, although the spot dol- 
lar may originally have come as in- 
voluntary support, its continuance 
has been the result of hardheaded 
calculation by national buyers. 

"Independent television is differ- 
ent," claims Bill Thomas, of 
WTTV, Indianapolis, "and this 

oilers the advertiser great advan- 

Generally lower rates, says 
Thomas, mean the buyer can afford 
more announcements and thus 
score greater frequency. And as a 
function of added exposure, the 
buyer can scatter his shots through 
a variety of audience, and avoid 

Low cost-per-thousand 
The Indianapolis station's after- 
noon performance is a good exam- 
ple of the dollars-and-cents appeal. 
Its 1:00 to 4:30 p.m. strips, (Girl 
Talk, Divorce Court, etc.) main- 
tain a respectable 15% share 
throughout the weekdays. When 
the buyer breaks down the section 
alized ratecard, he finds that an 
average of 20,900 homes will come 
in at $1.34, on fixed position ten- 
plan, and as low as 7 cents if he's 
willing to risk preemption. 

Apart from this slide-ride aspect, 
the independents have one over- 
whelming advantage; their ability 
to deliver lull minutes in prime 
time. Buyers on national spot ac- 
counts, who find themselves boxed- 
in by the network requirement! 
turn to the indie as a sure platform 
from which to launch a 60-sec